This was my first bed that I have ever purchased in a box.  I figured since it had bed folded up in a box that it was probably not going to be very good.  I have never seen this technology wow it is very nice.  To me it is firm enough for someone wanting that and just plush enough for my wife we love it.  We looked at other brands but this was kind of the only one that has a pillow top built into it.  Very nice mattress.  Thanks