This is the Moby Wrap (http://www.mobywrap.com/) yuppie baby wrap system for newborns through preteens. It comes in 12 colors, you can get an organic one, and it has about a million configurations. Front, back, side, sleeping, nursing, "women's size", twins, you name it. Oh, and you can get one that supports some nature organization. Oh, and it's a breathable fabric. And it's $40-70.
It's a piece of fabric. There, I've said it. Correction, it is a piece of fabric and a set of origami instructions. In the interest of full disclosure, we might get one of these, but am I crazy, or can I just get a 1' x 10' stretch of Jersey cotton and check out the video on YouTube.com for about $15?