I've been looking for a good firm memory foam pillow for a while. When I came upon this pillow I was surprised to see that it came in a choice of firmness. So knowing that memory foam pillow seem to be too soft for me I order the firm pillow. NOT A GOOD CHOICE!!! Let's just say that this is FIRM! When opening the package I accedientially dropped the pillow on the floor, it made such a loud noise that it scared everyone in my house. It was like I was dropping bricks on the floor. I tried to sleep on it that night but it hurt my head so bad that it gave me a migraine. I thought well let's try it again not wanting to give up so easily. But the next time I slept on it I was in so much pain I couldn't take it. I figured the memory foam would start to "give in" a little over time or use but no luck at all. In fact I probably would be more comfortable sleeping on a brick.