Hello whycantthisbeeasy (great name, ha!)
Welcome to our Mattress Forum 
You’re definitely not alone here in the dark!
After 10 years, this isn’t surprising. Sounds like it has reached the end of it’s natural lifespan.
Fun fact, often times they just have a relatively cheap easy to swap out top comfort layer. So, the beds are plush and nice because the layer swaps are easy and cheap for them.
I too am in the sleep-in-a-cloud camp. It’s a very specific feel and I totally get it! I think you DO know what’s best for you, it’s just hard to put the technicalities of mattress feel into words sometimes.
Eehhh a lot of these have massive marketing teams and say all the right thing, but when you’re catering to EVERYONE as your target audience, you’re not actually going to offer the best, most durable product. We do have Durability Guidelines that we suggest people take a look at when possible.
That’s always hard because what may feel amazing to me may be a literal nightmare for you. Personal preference is such a huge factor in choosing a mattress, which is why it can be so infuriating.
Are you looking for the same thing out of a bed? Or is he one of those who happily sleeps on anything?
I think some good places to start would be:
The Classic or Premier Hybrid from @DLX
the 3D matrix from GhostBed may be worth a gander
as well as The Owl (in plush) by Nest Bedding.
NikkiTMU