I'm one of the pickiest purchasers of pillows (try saying that three times fast!). I've bought firm pillows from all major retailers (which mostly have been returned). I've bought memory foam pillows from Overstock (that got promptly returned). All pillows that were firm end up flat after a few months, and I actually have to prop my head up with my heavy cotton blanket to obtain any firmness. I was beginning to believe I could never find a pillow that just stayed firm. Or that no pillow was firm enough! So I tried this pillow (I only ordered one because I thought I'd probably end up sending it back, and honestly, I didn't have the money to purchase two). Well, after a week, I'm cautiously impressed. It has improved my sleep, thought not by the leaps and bounds I was hoping. I wouldn't compare it to a cloud, for example, but it's pretty good. It's eliminated some (not all) of my tossing and turning. I still use my blanket to make it a bit firmer. I would say it's firm enough, could be a little firmer. It also does not seem to be too plush, nor does it heat up under my head the way memory foam does. I could see how someone who is very petite might not appreciate all that loft; however, I find it to be necessary. I am accustomed to a standard sized pillow, but I have found that the queen size of this latex pillow is a little smaller than "regular" queen sized pillows, so it still fits my standard sized pillowcases. Only time will tell how it holds up, but for the money, it better go for 10-15 years. Seriously. I'm still miffed about how much I had to pay just to find a firmer pillow. I'm just not sure it's worth the price. And I would say that's the worst aspect of it. I MAY buy another, but only if the price goes down or I have a good coupon and spare money.