Exactly what it says it is and looks pretty much exactly like the picture... maybe shows a little bit darker. 
(I posted a pic of it in fairly direct sunlight for reference)
I'm not sure why someone who believed that this is peel and stick would post a negative review. Nowhere does it say it's peel and stick. It's a shame. It deserves the other 5 star reviews it has. 
It's good quality vinyl. Very thick and seems extremely sturdy. It's not smooth, but it also isn't textured at all, just a little bit rougher than smooth. 
I haven't hung it yet so I'm not sure how easy it will be to match. I'll edit the review if it's terribly difficult or something.