You can avoid all the “name games” and all the other “marketing tricks” that you will find in the mainstream industry if you follow all the steps in the tutorial and in any case I would avoid the major brands (along with any mattress where you aren’t able to find out what you need to know to make an informed choice … see this article) because even if you are somehow able to find out the specs you need to know about the quality and durability of the materials (which is unlikely) you will generally only confirm that they are lower quality and less durable materials than I would consider anyway.
The better options or possibilities I’m aware of in and around the New York City region (subject to making sure that any mattress you are considering meets the quality/value guidelines I linked in my last reply) are listed in post #2 here.