I am very pleased with this roller. As a massage aid, which is what I bought it for, it's great. It is also firm enough that I can use it for some balance exercises (which would be difficult if it were softer). Although some have complained that it is too hard for massage on some body spots, you can lessen the impact of the hardness by positioning/supporting your body properly. It also appears to be well made, so i would expect it to last for quite a while.
EDIT- two and a half years later- I am still using this thing and it has held up beautifully. In addition to the massage I do (back and ITB), I am now using it as a yoga bolster, and it's working out great! This was a very good investment