Hi Snuggles2013,
Some of the better options and possibilities I’m aware of in the Milwaukee region (including New Berlin) are listed in post #2 here.
These are common preferences but firmness is also subjective and relative to body type (higher body weights will generally feel a certain foam as being softer than lower body weights) and different body types generally need different designs or combinations of firmer and softer areas or layers of the mattress to provide good alignment compared to lighter body types. In other words it can take different types of materials and mattress designs to provide the same level of firmness and support for different body types and sleeping positions.
This uses 5" of latex over 5" of polyfoam (the density isn’t disclosed) so in terms of durability (not necessarily performance or feel) it would be in the same range as another latex mattresses that used blended talalay in the same firmness level in the top 5". It would be somewhat similar to the Aloe Alexis here except the Aloe Alexis uses two separate 3" layers of Talalay latex (6" instead of 5") that can be chosen individually for firmness and can also be further customized after a purchase by re-arranging the layers or exchanging them. It can also be purchased in king size in a split layer design (different firmness levels on each side). It also has a more costly quilted cover that includes wool over the latex which would give added temperature regulation vs sleeping directly on the latex for those where sleeping temperature was more of an issue.
You can read more about the factors that can affect durability and the useful life of a mattress in post #4 here but the comfort layers are usually the weak link of a mattress and latex is more durable than polyfoam (even good or high quality) so the flobeds all latex designs or a mattress with 5" or 6" of latex would generally have the advantage in terms of durability over a mattress where the top layers were polyfoam.
Phoenix