I waited to write a review until I was good and sure that I would be telling the truth. (We bought this bed in April of 2010.)This is the most amazing mattress I have ever had the pleasure of sleeping on. Yes, it's firm. When they say firm, they mean it. However, it's not like sleeping on bedrock. There is still enough "give" to conform to your body as a latex memory foam mattress should, yet it does not trap you in the bed as some have the reputation of doing. I do have a 1in memory foam pad on my side of the bed, and let me tell you....HEAVEN. I don't ever want to get out of bed. Ever.