Thatās a shame, this seems shady to some extent. I hate to form ideas based on speculation but Phoenix is right - itās either poly, latex (sbr included) or viscous (memory). Iād be curious to see a sample and find out what it really is. Also I have to say that while I thought they began with a good business model their current comparisons are pretty biased.
āUniversal comfortā - that supposedly memory foam and latex donāt offer. Since comfort is subjective, so is this statement and shouldnāt even appear on a āfactā check list. Universal comfort - to who? How do they quantify that?
āFair priceā - again subjective. Compared to what? Even if you took them at their word that they have developed magic mystery foam, if theyāre the only ones with this material then whatās āfairā mean? Prices for memory foam or latex can be fair for the material also. So if plain iron is $.15/oz and gold is $400/oz does that mean gold is unfairly priced? Makes little sense.
āNo gimmick featuresā - typically the warning sign that thereās a gimmick involved. How is latex a gimmick? Or memory foam? Memory foam does what they say it does, has slow recovery - and latex is either man made, natural or a mixture. If rubber bands exist, how can they be a gimmick? They serve a purpose (unless they werenāt stretchy and didnāt hold a rolled up newspaper as advertised).
āExtended durability and lifespanā - high quality memory foam and latex are both durable materials, latex probably more so. Iāve seen couches from the 60ās last into the 2000ās and still had ācushionā to them and held their shape - using standard poly foam. 40 years isnāt durable?
This comparison list is pure bunk if you ask me and shoots any credibility they once had right in the foot. It serves no purpose. No more informative or relevant than me posting a picture on the web saying āchocolate is 84% more yummy than vanillaā with no proof to back up a statement and figures I pulled out of thin air. It truly is disappointing. More so than raising prices right before the holidays when most everyone else is lowering theirs. I suppose itās a different approach of nothing else.