I chased down this book based on various reviews in parenting magazines and online, and it was worth it. THe pictures are wonderful, with so much detail. There are many more objects starting with the letters on each page than you see at first glance, so I think it will be popular a bit longer than the standard single "A is for apple" picture books. There is also a sort of fairytale story between the man and the woman, told over the course of the ABC's - it is most intriguing to adults! I find my daughter telling me "next one mummy?" because I am considering the subplot!
My only disappointment was that I was looking for the hardcover version, and the one I got was actually the board book. For a board book it is quite large - check the dimensions, it doesn't fit out bookshelf.