We purchased our first latex pillow at the mattress store because it felt more comfortable than most of the mattresses we tried. However, it was on sale for $80 (standard) so we only bought one to try out before we bought another. That was 9 months ago and the pillow is still like brand new. We actually had to work out an agreement to take turns using it until I bought this one for my husband's birthday. He loves it! I bought the king size for him for almost half the price of our fist one. These pillows never seem to go flat! They feel comfortable when I sleep on my side or my back. They are also non allergenic so I haven't had any night-time coughing like I used to. I will never go back to a non-latex pillow again!