Ok... so I'm not mad at this pillow but I'm also not overly impressed. It hold its shape pretty well for a memory foam pillow but I don't get the whole cool thing. I've never slept on such a hot pillow before. Are you supposed to sleep directly on it, like skin to cooling pad? Because that's the only way I feel any cool down ... at the price of my face being stuck to the plastic? I give three stars simply for the pillow holding it's shape.