If you are anything like me you will think twice before buying an item that is a) more expensive than most similar items and b) seems to be the "in-thing", but really the Baby Bjorn is well worth the money and deserves its reputation. Initially I bought a trendy yummy-mummy sling carrier which just did not work for my son - as a large newborn he did not fit in comfortably at all, and eventually I gave in and bought the Baby Bjorn and have never regreted it. It has survived six months of lots of wear and tear, and still looks good and is still comfortable for a large baby with a small mum!
After one or two practices, getting baby in and out is not at all difficult, and the straps are all easy enough to adjust. You cannot machine wash the carrier but it spot cleans very well and the fabric and fasteners are very durable. Baby always feels very secure.
Definitely a baby must-have.