Hi pressurepts,
There are two main types of latex (Dunlop and Talalay) and both come in a wide range of firmness / softness levels. The odds are good that what you are experiencing is just a latex topper that is too firm for you (or possibly too thin for you). You can read more about the different types of latex in this article and in post #6 here. Some of this (head, shoulder, neck) could also be connected to your pillow which may not be keeping your head and neck in neutral alignment.
The “feel” of latex or any other material or component is just a preference. Many people like it’s natural resiliency (which is not related to firmness) and some of its other benefits and some may prefer slow response materials like memory foam.
Phoenix