This simple work contains everything that one could want for what's advertised, and then some.
NPC books have always been a big part of my gaming experience, since I learned that by personalizing all aspects of conflicts players get much more involved in the experience. So I've read a lot of good and bad NPC books. The bad ones either don't tell you what the NPCs should do in your game, or give you NPCs that don't do what the creators say they will.
The good ones, like Memorable Townsfolk, pursue a game role for the NPCs and explain clearly how they will work at your table.
The 12 NPCs in Memorable Townsfolk will never overshadow PCs in adventuring roles - they are tied up in their own agendas and situations. Yet they each have some significant thing they want from the PCs or that the PCs want from them. They each have simply expressed personalities, along with tips for the GM in portraying them. They each have gossip and rumors about them that may or may not be true, which may lead to further adventures or opportunities for the PCs.
What raises Memorable Townsfolk above other NPC supplements, though, is that after the NPCs, there are several sample settlements to help put the NPCs into a particular context, showing you how to put them in your campaign. This was a welcome surprise. It's rare that a supplement goes the extra step of putting its characters in the context of a setting element.
I was especially pleased to see that there were significant Pathfinder-specific materials in the game such as the witch class and the settlement rules. Why mark something as a Pathfinder supplement if you're just going to give me D&D3 stuff?
There's also a few fun tables about randomly generating personality traits or tics to make any particular NPC stand out more. (Honestly I don't see why a random table is a good idea for this, since you could conceivably roll the same entry on the table and end up with 20 people who always talk with their arms crossed - wouldn't it be better to put it on a list where I could cross them off one by one as I use them? But there always seems to be a random table. Oh well, nitpicky.) This is a fun addition to the supplement as well.
Layout is solid and clear., bookmarks are used throughout. The "completist's checklist" at the end would be a lot better ad for Purple Duck if the names of the supplements actually linked back to DTRPG or the Purple Duck website!
All in all, this is an excellent supplement that you should pick up if, like me, you like to put NPCs at the centers of your games.
[4 of 5 Stars!]