Slufoot, you can do that rug yourself as well, not much to it. Take a drum large enough to hold it and immerse it. Wrap it around a smooth rock, tie it and drop it in. Mix white vinegar with water, half and half.
Immerse the rug, and leave 48 hours. Pour off all the mixture, rinse, and do it again. After a week of this, take it out, rinse with water and baking soda, and stretch to dry.
If you want it soft, bend it over a 2x4, and rub in unscented hand lotion.
Ben