I am always searching for the perfect pillow and struggle with a perpetual stiff neck. I finally bought a Cannon pillow with polyurethane memory foam at Kmart and went back a month later and they stopped selling the memory foam after all the PBDE environmental warnings. I searched everywhere and thought I matched this product on Overstock.com. It is advertised as medium firmness but I find it to be pretty firm and a little too hard for me. My husband is now using it and he said he can put up with it but it isn't the perfect pillow. I tried to search for something labeled as soft firmness but I have been unsuccessful.