For us, the most important thing first was having something healthy and non toxic since our toddler spends so much time sleeping (consistently? we wish! :-) ) or in bed. This mattress seemed like a good fit with room to grow into as she gets older. It seems to be medium firm. Overall at this point we are happy with this product. Cost alwasy seems higher for the healthier stuff, but if it truly makes a difference it's worth it.