My ex-roommate found this product too rough, but I've never heard any other complaints. To each their own. I like Trader Joe's toilet paper because it is both recycled and CHEAP at about four dollars for twelve rolls. It is plenty soft, although it is unnecessarily "quilted". And it is CHEAP. Nobody should have to worry about being able to afford toilet paper, and nobody should have to struggle to afford recycled chlorine-free paper. This stuff just cements my love for Trader Joe's.
It's really fantastic that this is 100% recycled content - I've been using this brand for months and it has served me well. I dislike the plastic packaging -- it is not recyclable and it is not re-sealable. Also, the rolls are only 250-ct sheets -- that's why it's cheaper than other products in other stores (which have higher sheet counts in some cases).
For my next TP supply, I'm going with 7th Generation's 48 ct box of paper wrapped 500 sheet count rolls - it's shipped in a cardboard box with no plastic packaging for $40 from Amazon. It's definitely a more cost effective and green option (and it's also a high recycled content paper).
We don't live very close to a Trader Joe's, so while we bought a 12 pack once, we haven't boughten another since. I would get it again though, because it is a great deal for eco-TP. It was soft enough and strong enough, it's just not close enough!
Added: We bought a second package of the TJ TP, and this time around I have really noticed that the paper is thinner than your generic non-recycled 2 ply stuff (which was our last batch, due to a TP emergency! Always remember to buy before you are down to that last roll...). Now I find that I need to use a couple extra layers to keep the paper from riping while wiping. I don't remember having this issue the first time around, so I don't know if something's changed or if it's just me, but I plan to try 7G next time we shop.
Trader Joes proves that going green and making a positive impact on the environment can be very affordable. The fact that you can get toilet paper made from 100% recycled paper and 80% post-consumer waste for under $4 is incredible. Not to mention the number of trees and amount of energy saved every day by producing this toilet paper! Trader Joes shows that we can all make a difference in our impact on the environment, even when we are going to the bathroom. :)