To begin with, I'm not a fan of Fed Ex.  Their customer service policy leaves a lot to be desired.  After a neighbor and I lugged the 8x10 rug up a flight of stairs (there is nowhere to get a good grip on a rolled up rug), I unrolled the rug in my living room.  Then rubbed about 1 and a half boxes of baking soda into the fibers.  That took care of the "new carpet smell".  A hint to the wise, if you have forced air heating or cooling, do this in the garage, basement or another unused space, or you'll be eating baking soda for a few days.  
The color is closer to beige than ivory, but I guess that's semantics.
It is unbelievably soft and lush.  No fibers came up with the vacuum, tho my Dyson stick will not go forward on it.  Oh well..