A lot harder than it looks
I got this back when I only had a 16' canoe (now I have a 13' as well). Even though it's only 65 lbs., I couldn't get in on/off the roof of my SUV by myself. Well on the plus side, with this product, I can do it without too much trouble. However, that's all it gets the 2 stars for. Once installed, you pick up one end of the canoe, flip it upside down (not as easy as it sounds), drag it into position (a big piece of cardboard on the ground a must to prevent a lot of abrasion damage to the other end) lean that end of the canoe on the crossbar, put a strap over the top, then lift the other end and rotate the boat over the roof. The main problem is that it's VERY wobbly, and there's no stable mechanism for holding the end of the canoe in place while you're manipulating it. If you're not extremely careful and don't maintain pressure against the loader while moving, it can (and believe me, will) slip off. You're then supposed to strap down the other end and drive off. Again, the product is not stable enough for this and I would strongly advise against it. However, if you're alone, this product can help get the craft loaded. My own recommendations: First, be VERY VERY careful in the loading and unloading to prevent the boat from slipping off the crossbar. Second, use standard foam blocks under the canoe, and once in place on the roof, lower the loader's crossbar till it's a few inches BELOW the boat so the craft is supported completely on whatever blocks you have on the car roof. At that point you re-tighten the strap - that will hold down the end of the boat and stabilize the loader during travel. Use at least 2 standard across the roof straps and another one from the bow to the front bumper to hold the boat to the roof. In essence, you use the loader only to get the craft on/off the vehicle and use standard straps and cushions once it's there. Since the loader is in under tension suspended between the end of the canoe and the trailer hitch, it will be very stable, even on bumpy roads. When it's time to unload, remove the side and front straps and loosen the loader's strap. Then raise the loader up till the end of the craft is again suspended off the roof and re-tighten the loader strap. You can then VERY CAREFULLY lift the front and rotate the boat off the car. Again, some kind of cushion, or at least a piece of cardboard should be placed under the end you put on the ground so it doesn't get too much damage from you pivoting it on that point and flipping the boat over.
Good idea, terrible quality
After reading reviews about how much easier this made loading a canoe by yourself, I bought one. When it arrived, I decided to try a test run - put it together and load/unload the canoe in the driveway. Putting it together was rather easy, but I noticed, like many others, it was very loose/shaky. I was able to get the canoe on/off with relative ease, but decided I would not leave the rack hooked up while traveling, as it was just too shaky.
Then came the first actual trip. Loading at home and unloading at my destination went fine, but then disaster struck. After finishing my paddle and loading all of my other gear back into the truck, it was time to load the canoe. I strapped the back end on to the rack, walked to the front of the canoe, lifted it up, and watched the back end and rack come falling down. The short tube that attaches to the receiver hitch SNAPPED OFF, leaving two sharp, jagged metal strips still attached to the hitch receiver. I've heard of engineered obsolesence, but getting only 2 uses is pathetic.