Got a decent deal on Groupon so we decided to make a balloon ride our anniversary/my birthday present. The staff were very friendly and respectful, the ride was very smooth and memorable; and afterwards there was a champagne and goodie "picnic" where we all got to socialize while they packed up the gear.
Any more than 4 passengers/basket will be a tight squeeze and sort of uncomfortable after a while; so if you can afford a private ride for less I recommend that; otherwise I recommend organizing a group of folks that you don't mind rubbing up against ;)