I bought 6 tubes of this at Amazon, so I'm committed to it. It has a good rating at http://www.cosmeticsdatabase.com/ which is the main reason I bought it. And it has no flouride, which I love, and it's not a gel, which I likewise love.
Here are my findings:
Pros:
-metal tube, which is really cool and easy to crimp
-less aftertaste than conventional toothpastes (i.e. it actually rinses out of my mouth, unlike most toothpastes where I have to wait an hour before I can eat no matter how much I rinse)
-lathers/foams well, for good tooth coverage
-mild on the gums, less irritating for me personally
-strong whitening power, gets my teeth cleaner and more polished than conventional toothpastes, which I didn't at all expect
Cons (major con!)
-what is with the taste? I have tried baking soda toothpastes before, and this one is even worse in the taste department than those - there is not enough of a peppermint taste or the refreshing tingle I was hoping for, tasted mostly of dirt/salt, the likely culprit being the silica in it
-more expensive than conventional pastes
I will keep using this product on principle and for the health of my teeth, but the taste is a real downer. Otherwise, a great product.