Why is everyone so crazy about the Tula carrier? And is it worth the price?

Frankly its still just a ssc (soft structured carrier). There's also hype with ergo previously. But i got to admit certain tula prints are really pretty, and the accessories that you can attach it too, those little frills or ribbons on your headcover. It's just really sweet. Still, i wouldn't buy tula. Its too hurtful for my pockets. I guess it up to each's comfort level. Psychically and financially.