Being a latex foam pillow sleeper since a child, I have been through probably 5 pillows in decades. Most last 10 to 15 years if taken care of. This pillow is the closest to what I am looking for. The coolness on the neck, decent support and a pillow that holds its shape. Even though I just got it, I know a real latex pillow and how it will react over time. I do like a pinch more support but it is good enough how it is. It came out of the box and popped into normal shape instantly. Their high profile model is what I consider standard height like a JC Penney version from earlier days. I bought this one and a lesser cost brand at the same time figuring both would work fine. The other $80 one was squished down in a strange configuration, unlike any foam pillow I have used. Kind of like a heel of bread at the end of a loaf. More like a thin firm dining chair cushion. Very dense. Nothing I could sleep on. I put it back in the box and am returning it. Beautiful box and excellent marketing. I would return it if it was $20. If that was the brand people said needed to be beaten for 20 minutes, there was no instructions to do that. More importantly, if that is what one must do, it certainly is not made of pure latex foam! Maybe the one I received was defective or was affected by heat in the shipping. The one I am keeping showed up at the same time. Pillows are a very personal item. I am giving my detailed feedback to assist you with the best descriptions of how "I" found both pillows. Your experiences may be different. Hope this helps.