This topper is really great.
Excellent!!!
 After reading hundreds of reviews, I was concerned about several issues:
Birch Lane poor reviews on shipping: My experience was excellent with them. fast shipping and they kept me informed at all times.
Pillow top missing from the box: my box was complete. Both Items were in the box perfectly packed with instructions as well.
Initial smelling material:  NONE
Setup: EASY!!!
Size: a little oversized on the corners but everything fits under the fitted sheet pretty well
Heat retention: NONE
Cooling effect from Cooling memory foam: NONE
Staying in place during the night:  YES
The combination of the Cooling memory foam and the pillow top makes this topper a very soft one, but with nice support. 
It can really be called the " Sleeping in a cloud experience"

I  absolutely recommend this topper. feels like sleeping at the Ritz Carlton