We love this pillow! After having to sleep on 3 pillows to get comfortable, because all of the ones we have purchased have gone extremely flat - this pillow is a wonderful change. It is true that it won't go flat and will look great in your pillow shams; however, I love it because it is great to prop up against in bed and read or watch TV while still being extremely comfortable when you sleep at night. We have no trouble with it being to firm as it is soft enough to let your head sink comfortably into the pillow while adding just the right amount of support. I have slept so much better since getting these pillows and we have been able to get rid of 6 other flat pillows. We are buying another set for our child who loves the pillows too! A big thanks to Sealy for this pillow!