The shape of the pillow is what makes it unique. I've also learned that not all memory foam is the same, even with the vast array of prices of these pillows out there. This pillow is softer than another contoured pillow I've had for several years that had cost me $17 on sale. When my neck is really sore due to having a backwards curvature (cervical kyphosis), *THIS* pillow feels a lot nicer on my neck than the other older one. I recommend this especially for people who get pain between vertebra C3-C4 (middle of the neck). The enlarged squishy bump gives added support on the neck, however, I was surprised it wasn't yet TALLER than when it arrived (it looks so huge in the image).