Yeah, it is quite a task taking out the whole interior to apply this. But in my opinion it was well worth it. With the rear seat removed, the difference was dramatic. Everytime you close a door or hit 50+, the lack of noise is very satisfying.
And I would agree that this not only reduces road and wind noise but makes the overall ride experience feel much tighter. Almost like it's a new vehicle.
Oh, and B-Quiet Ultimate is the replacement for Brown Bread, and can withstand high temperatures, such as under the hood.
I would say go for it, I love it. YMMV