I was never a fan of memory foam but I can no longer say that!  This is the most softest, cradling, supportive, cooling topper I have ever slept on.  I no longer have sore hips and shoulders from pressure points on a too firm mattress.  The topper fully expanded almost immediately without any creases or dead spots anywhere.  It did have a slight smell but I let it sit on my bed with the windows open for about 4 hours and it was fine when I put the mattress pad and fitted sheet on.  As other reviews have stated, its like sleeping on a cloud!