Mattress arrived in a large (probably 24" x 24" X 50") Box yesterday.  Removed and unrolled immediately.  Instructions say if it's cold out when delivered, it might take awhile to fluff up, but ours was 12" by this morning....just 15 hours later.  It was at 10" almost immediately.  There is a faint paint-like odor, but really barely noticeable and I've not opened any windows.  I would say it is medium in firmness....not as firm as our Tempurpedic, but seems like it will be comfortable for guests.  For the price, what's not to like??? (Our king Temperpedic was like $1800).