I had heard people rave about their Brooks saddle, but I didn't realize how much more comfortable a saddle for an upright bike could be until I tried a Brooks. The WorkCycles Oma I rented in Portland was outfitted with the B67s and I immediately loved it.
Once I was back in Madison, I upgraded from the low-end saddle that came with my bike to a Brooks. After tinkering with the angle it was mounted at, I found the perfect placement for the upright, straight-back posture natural to my Dutch bike. Even while I was breaking it in, the saddle was comfortable and caused no soreness.
Please note that Brooks offers saddles for a variety of bicycles. While the B67s is great for my Dutch bike, it would be ill-suited for my Fuji Touring. Other Brooks saddles, such as the B17, are popular for touring. Like a pair of favorite jeans, they become more comfortable with wear and it's hard not to become attached.