My oldest goes to the local montessori school, and I've worn her brother so much for pick ups and drop offs that the school administrator started asking me a bunch of questions. It turns out that their policy is that teachers can teach with their babies with them after they return from maternity leave (awesome!!!!), and she thought babywearing would really help those moms out. Now, a stretchy wrap is the "official" school gift for new moms at the school -- they've bought 4 in the last 3 months.
It's so great to walk through campus to get dd and see all of those little babies "working" with their moms. The best part is that the kids really love having the babies around, and are being exposed to babywearing as a natural daily activity, too!