it's softer than I hoped!  
I'm using this in a guest room.  the other reviews were clear that it looks like the photos, and it does.  the colors are bright and saturated, the quality is just fine for a seldom used guest room, and the delivery was early!  but the main thing, which I hadn't seen in reviews or Q&A is that it *is* soft underfoot.  for bare feet guests, it will be just fine.  it feels more like  "all soft cotton" rather than "all scratchy jute".  I will be trimming a few loose edges to tidy it up, but it unrolled, laid flat quickly and looks great.  yay!