Here's why: This pillow is deceiving by the way it looks in the photo. It is a very dense, very supportive and a somewhat springy type of memory foam that resembles latex products. The ventilation holes may lead you to believe it is mushy and cuddly as I was expecting it to be. The size is true to its description and turned out to be too tall for my shorter neck due to the resilient nature of the foam pushing back instead of cradling. There was no more than the usual faint memory foam odor with this pillow as some other memory foam products off gas terribly. All in all, it is a very good pillow for someone with a longer neck or a side sleeper with large shoulders who is looking for taller, firmer support.