Who has whitened their teeth? Did it hurt?

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I keep noticing that everyone around me has really white teeth. Well, almost everyone. I feel like mine are really yellow and I've been getting really self-conscious about it recently. I've been looking into teeth whitening but it seems like there's SO much info about it. Some people say one product is best, another says another is best. My dentist will do it for a few hundred, or I can buy Crest Whitestrips in the store for $30. I've also heard that it can hurt, or make your teeth sensitive. Is that true? I don't want that! I found a site that talks about teeth whitening ( http://www.nowteethwhitening.com/ ) and how it's supposedly safe but is that true? Can it damage your enamel at all? What have you guys done? Thanks. Sorry for all the questions. lol. I'm anxious.