First and foremost, firm is not a bad thing. It’s actually quite wonderful. I’m learning that one of the most important aspects of successful sleep is stillness. I don’t sink, but I definitely don’t toss and turn. Here’s the thing about firm is it’s neither soft nor hard. For me, its just right..like the baby bear’s bed. Honestly, its an entirely new sleeping experience. Maybe not the best choice for sleeping on your back, but as a side sleeper its a home run in my book. Frankly, for the pain free and goodnights sleep, alongside the cooling aspect this mattress is great!