I absolutely love this pillow! Its so soft and comfy. I squish it and move it around all night yet it never loses its shape or falls flat, and it never needs to be fluffed because its a solid block of memory foam. Honestly I was hesitant to purchase this at first because I typically find that memory foam pillows are just too firm for me, I always feel like Im sleeping on a rock. But this pillow has the firm support of memory foam and the softness of a good down pillow.