I chose this pillow because I like the versatility of it being able to be firmer or softer. It being a newer pillow that didn't have any reviews I took a chance on it and I am glad I did. I'm a mostly side sleeper and this works so well for me zipped to be firmer. I will say I have another pillow underneath it and it works perfectly for me. I am a hot sleeper and it is a bit warm to sleep with but I quickly got used to it. It doesn't fall flat at all throughout the night, didn't smell when I got it out of the box, and really does feel like a cloud. I'm really happy with this purchase and I hope this pillow lasts a long time.