Hoola Hoop, does it help?

I have seen a lot of stuff (on other sites) about Hooping and I'm wondering if anyone has any experience with it. I'm not sure if it actually helps fitness, or if that is just a marketing ploy.

Does anyone have any success stories with hooping? It doesn't have to be a drastic change, I just want to know if you can actually feel a difference, or a burn!