Firmer than expected
I bought this pillow because the one that was on display felt soft. I ended up paying more than what is advertised here and when I got it home and took it out of the box, it was more firm than the one on display and was not nearly as comfortable. Unfortunately the store does not take returns or exchanges on pillows. I'm sure this pillow is great for someone who prefers a firm pillow; it just isn't for me.