I've bought several brands of pillows in the past year and after the first few months they eventually lose their stiffness and are completely uncomfortable. This pillow is supposed to support your neck so unlike other pillows, the stiffness actually lasts. I've only slept on this pillow for the past month, but it seems stiffer than my past neck supporting pillows. Hopefully I will get another 11 months out of it before it loses it's stiffness. I love it and you will too if you want a pillow that will hold it's shape when you lay on it.