I read the reviews and decided to take a chance on this yarn for an upcoming baby blanket project. I usually use a specific cotton yarn from a big box craft store, but I also like to try new yarns to see if I will like them. I would call this yarn smooth, but not soft. It is much denser than the yarn I'm used to using. The 24/7 has a chainette construction (I believe) whereas the yarn I use most is plied. You can see in my picture one 100g skein of both yarns, and you can see how much more compact the 24/7 is for the same amount of yarn.
The 24/7 didn't feel like it was going to be as soft as I wanted, but I also knew it might change a bit after washing, so I crocheted a swatch and washed and dried it. It did soften and bloom a tiny bit, but still was not a texture I would want for a baby blanket.
Having said all that, the colors are lovely, and I think this would be the perfect yarn for some kinds of projects like totes, baskets, market bags, etc. because it feels so sturdy. I feel like whatever you made with it would hold its shape really well. The stitch definition is fantastic. I'm not returning it, even though I can't use it for the project I intended it for, because I do think I'll use it for other projects. Just not baby items!