Hi Strummer,
As you probably know … I think the Ultimate Dreams (Brooklyn Bedding/Dreamfoam) is among the best quality and value in the country (which of course is why they were invited to be a member here).
Latex is a very different animal from memory foam though so you may want to make sure that you are comfortable with its feel and performance (it’s a fast response foam rather than the slow response of memory foam and has a very different “feel” to it). They also have a gel memory foam mattress that is similar in feel to the Cloud Luxe (just a little bit firmer apparently) which may also be worth considering if you prefer the memory foam feel.
As you mentioned … the Eurotop has the advantage of being able to make a change in your comfort choice for a reasonable cost (see post #2 here) which can lower the risk or “fear factor” of an online purchase compared to a mattress that can’t be changed or returned after purchase.
All of these are good quality/value choices and if you are comfortable with an online purchase then they would be well worth considering and it may be well worthwhile to talk with them on the phone.
Phoenix