Hi ItsMyNaptime,
You are right on all counts 
There is no such thing as a “free” exchange policy because all exchanges are built into the cost of a mattress and if they are “free” then the people who don’t exchange a mattress are paying for the ones who do. There is more about exchange policies in post #9 here and in many cases in the mainstream industry or in chain stores they are just an additional profit center or marketing trick disguised as a “benefit”.
Even if you were to add the $75 cost to the price of the mattress and offer “free” exchanges then it would still be a great quality/value option compared to most other mattresses that used similar materials or had similar options.
Latex is quite “sticky” and tends to stay in place and the latex is in its own separate compartment so there wouldn’t be any issues with shifting (see post #2 here and the post it links to). In the worst case if for some reason the latex layer was to shift (such as transporting the mattress on its side) it would be very easy to open up the compartment and move or “wave” it back into position again.
Post #16 here also has more about the comparison between the Dreamfoam Eurotop and the Brooklyn Bedding Bamboo Bliss.
Phoenix