Hi GTRKiller,
There is no doubt that Serta hit a home run with their iComfort line in terms of marketing and showroom feel … unfortunately they used lower quality materials to do it and what you feel in a showroom isn’t the same as what you will feel in your bedroom a year or two down the road and they are not good 'value". If there is no penalty in returning or cancelling it I personally would strongly consider it so that at least you have the option to compare it to some of the better choices that are available to you before you lock in your decision.
There are dozens if not hundreds of mattresses that can provide what I call PPP (Pressure relief, Posture and alignment, and Personal preferences) that you need besides the icomfort and I would hesitate to use the iComfort (or any mattress) as a “target” rather than more objective ways to measure the quality and suitablilty of a mattress for your specific needs and preferences. There is more in post #2 here about the risks and difficulties involved in “mattress matching” rather than measuring all mattresses that you test against a common set of “standards” (such as those in post #46 here) that don’t duplicate the weak links of a mattress that you like but uses lower quality materials or has poor value.
The Novaform mattresses use similar materials to the iComfort but they are lower quality yet. I wouldn’t consider them to be particularly good value either. To know the quality/value of a mattress you need to know the quality of the materials that it uses so you can make “apples to apples” comparisons. I wouldn’t personally consider either of them … and the Novaform has the additional risk that you can’t try it first to find out how suitable it may be for your body type or sleeping position. They do have a good return policy so you get a “free roll of the dice” but its still inconvenient to have to return a mattress that isn’t suitable for your needs and preferences and have to start all over again. If it does happen to work well for you … then there is the additional risk that a year or two down the road the lower quality materials and components will soften and this may be beyond the return period but still not anywhere near how long you would expect a mattress to provide you with the comfort and support you need (and loss of comfort and support is not an issue that is covered by a warranty) and then a “cheap” mattress will seem to be more expensive when you factor in its durability and how long it provided you with a good quality sleep experience.
A good step by step guide that will help you find the most suitable mattress (for you) with the best possible quality and value is in post #1 here.
Some of the better options I’m aware of in the greater Los Angeles area are listed in post #2 here.
Hope this helps.
Phoenix