I have 2 pairs of Ultra UGGs but wanted this sand color and it was not available from UGG, so I thought I'd give the EMUs a try.  I'm glad I did!  In my opinion, they are not quite as comfy as the UGG Ultras in the support / cushion, but are more comfy than the UGG regular or Ultimates.  I wear a 7.5 - 8 and ordered a 7.  I knew from my experience from UGGs that even though my toe was right against the edge at first, I knew the shoe "relaxes" and sure enough a week or so later they fit great.  I would buy this brand and boot again.