I went up in one once with my mother. Cool experience, although, as someone else pointed out earlier, it is a bit nerve-wracking to be up a thousand feet in the air with only a wicker basket keeping you up.
The other interesting thing is that, I don't know if it's a general tradition or not, but the pilot of the balloon always brought a bottle of champagne, and gives it to the owner of the property where the balloon lands. A nice little prize for the property owner who suddenly finds a hot-air balloon in their yard.