I've tried all of them! Memory foam, Feather, Regular, Buckwheat; was looking at the latest "ambient" when I ran upon this pillow. I remember my mother had one many years ago, and it felt like a cloud, but she gave it to a grandchild years ago. I've never seen them in a store, so I took a chance. I usually won't spend $29.99 on a pillow, but I figured with all the good reviews, it might be worth it. I got the soft--planned to order another one, and of course, they are sold out. But, that's ok, I'm on the list when they get more. I'm a 52 female and having heat issues so the fact that it stays cool sold me!If you have trouble sleeping and want the best pillow you could ever want--BUY THIS!