Having purchased an identical 11-inch mattress last year but in a different size (full), I knew what to expect in terms of firmness. Initially, when you purchase a firm mattress, it is indeed firm, firm, but gradually softens up over time (my identical mattress is a year old) to be firm but comfortable. So if you preference is for a firm mattress, do indeed go with your gut and order firm. I feel that this mattress can be made substantially better if it used a 2 pound base layer instead on a 1.5 lb base layer. I would have gladly paid up to $40 - $50 in a twin size (or $60 - $75 in a full size) for that as it would have placed the mattress in a "premier" category. I purchased this mattress for a twin guest platform bed. The platform sits 12 inches from the floor . Together with this 11 inch mattress, the total mattress height from the floor is 23 inches (12 inches + 11 inches), which is too high for my liking. In retrospect, had I taken overall height into consideration, I would have only purchased an 8 inch mattress rather than a 11 inch mattress. This mattress is made by Anatomic Global and is branded by Overstock as Comfort Dreams. It is made in the U.S.A. and this scores extra points from me. The mattress comes in a wonderful washable mattress cover. The bottom side of the mattress cover is made of a material that is designed not to skid on the bed. Before buying this mattress, I compared it to several others including ones offered by the largest retailer in the world and researched reviews on the web site: sleepinglikethedead . One factor that influenced me is that researchers in the sleepinglikethedead review concluded that this mattress (unlike other memory foam mattresses) does not "sleep hot". In my case, this is indeed the case as I have not experienced feeling hot sleeping on it. Also note that the Anatomic Global web site indicates that their memory foam has an "open cell" structure that does not trap or release heat. This mattress offers good value for the money and free shipping is a big plus. The biggest satisfaction of course is not having to pay the ridiculous prices charged by retail stores. For years, they were able to get away with overpriced mattresses. Thankfully, now Overstock.com and other on-line retailers, can squeeze out the air from the mattress (vacuum seal) and then ship it in a convenient package at a reasonable price.