I am the type person who wanted only a plush bed due to to loving the softness. However after laying on this "gentle firm" I was SOLD! It's NOT as firm as typical firm mattress, it helps by still keeping a little firm but still soft. I believe this will help keep my investment instead of a typical plush which would loose shape after a few years. What I love also is that is has exactly what I wanted which was the gel foam for cooling. At the same time of buying mattress I also purchased adjustable frame with option of head and feet up and down, paired with this mattress is like a match made in heaven. I was reading that others say have odor from foam but the best way to help eliminate is to walk on mattress for a few minutes. I had also read that the mattress is too hard; the solution is if the room is cool or hot the mattress is softer, compared to if room is cold it gets harder. This is all due to how memory foam reacts to temperatures nothing to do with the mattress itself as any memory foam will do this. I wouldn't trade my mattress for anything!!! Unless somehow Serta made one that has way of how to make it colder, then I am sold..