I was sent this as a free gift and was a bit sceptical, however, I've been using it for 3 weeks now and quite like it.  It is different to standard toothpaste in that it doesn't foam and it isn't minty but I don't mind either of these factors and I actually like the taste.  The way I would describe the toothpaste is that it makes your teeth feel clean but not "squeaky" - in a good way (a bit like washing your hair with SLS free shampoos - clean but not stripped!).  I've not noticed any remarkable differences since using this, but I've also not had any issues with it. If I can keep my teeth and gums healthy in a gentler way using this then I may be converted.  Time will tell.  I'll certainly use this until it's empty.