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

I have used Beco and Tula carrier and I prefer Tula. I feel less strain on my back and shoulder even after 2 hours of usage. It is really ergonomics to help to distribute baby's weight. It is very easy to use and can store in my diaper bag compactly without taking too much space. You can purchase from pupsikstudio.com where some designs have 20% discount.