Hi AmandaP,
Thank you for the kind comments 
Yes, I am familiar with both plushbeds and habitat. Habitat isn’t actually “factory direct” since they don’t have or own an actual factory and their prices reflect this. Plushbeds is a “better than average” choice compared to most mainstream mattresses that many consumers end up buying but for most people they wouldn’t be in the same “value” range as many other component mattresses that use similar materials and components and have similar or better options available and are in a lower budget range.
For example, Plushbeds’ top of the line latex mattress has a 6" dunlop latex core and a 3" Talalay latex comfort layer with a wool/cotton quilting. These are good quality materials. They have a permanent “sale” which has never stopped (in spite of their “deadline”) which I find a bit gimmicky. While the price of $2149 (queen size) is better value than many retail stores or national brands, their “sale price” is still hundreds more than even the equivalent ALL talalay latex mattresses (Talalay is more expensive than Dunlop latex) sold by several of the DIY manufacturers that are members of this site.
Habitat also offers mattresses with good quality materials including a mattress almost identical to the one above however it sells for $2948 in queen size which is over $1000 more than equivalent mattresses sold by members of this site.
Overall their materials are good … their prices however are higher than many other Factory Direct outlets. They also do not have the same ability to customize a mattress as an actual manufacturer with their own factory.
Some of the factory direct manufacturers which are members of this site which specialize in Do It Yourself customized mattresses (of various types including latex) and/or specialize in shipping mattresses across the country, and IMO offer much better value include …
Several other manufacturing members of this site also make customized mattresses using latex and/or other materials which they ship across the country at a reasonable cost (see post #21 here) however they do not specialize in DIY constructions (where you choose each layer of your mattress and then can exchange individual layers if it is not quite right). Even with the higher shipping cost involved in shipping a whole mattress (rather than individual layers) … by most people’s criteria they would still offer better value than either of the companies you mentioned.
All of them have better value than Plushbeds and much better value than Habitat which along with their service, knowledge, experience, and reputation is the reason I invited them to become part of the founding membership here.
Hope this helps
Phoenix