We have had this rug for a week or so now. We let it air out a few days after reading other reviews, and it does not smell at all now.  It's VERY soft in the long-shag parts.  I only gave 4 stars because there are a few tiny imperfections in the rug (only noticeable when you're on the floor staring at it), but it's a great deal for the price and looks awesome in my daughter's room.