Watched on line videos, especially your videos, learned everything possible, went to store twice, treated exceptionally well by Carl, (Mechanicsville, VA store) showed us the mattress cut-aways and became ultra-informed consumer. Chose an orthopedic Ultra Firm, and almost instantly solved our aching back problems from our 12 year old memory foam mattress. Figured out it was just plain worn out. Just realized again recently, one morning, no more back pain! Despite seeing many negative reviews, made up our own minds, confidently purchased, (thanks to Carl) and we are VERY happy with our purchase going back to a "conventional" coil spring mattress. All this this after about a year's worth of research and shopping, visiting many competitors, and after a ridiculous "computer analysis" mattress sales gimmick at a competitor up the street.