I have many different types of pillows, including memory foam, shredded foam, bamboo, down and more. In terms of smemory, if the one you bought is a cheap one, you basically get what you paid for; however that is not the case with expensive ones. Meaning that you can pay a premium price and get a junk. This one, thankfully, %100 deserves its price. So far I have no going flat issue, I’ll see how it will hold in long run.I like firm pillows, which are somewhat fluffy. Such as Heavy Fill Goose down, or wool pillows. Well, since wool pillows in US cost an arm and a leg it is out of question. Down pillows are almost as expensive as well (Not talking about feather ones, please do not fall into those tricksters who sell feather pillows as down . Of course you can buy one, if you like being poked every 15 minutes.)Memory foam pillows, the ones which are cheap are mostly terrible. I remember getting one from a store for around $10-15 about 5 years ago, and threw it out the next day since it felt like sleeping on liquid cement. Firm pillow does not mean rock-hard pillow. If you try one of the $300 firm pillows which are %100 down, you will understand what I mean. Since I am not going to pay $300 for a pillow (I wish I could though), I am looking for various pillows to find out which one is good.So far, some of the pillows I used were terrible even though great reviews they have, and some have been great. As a rule of thumb, I would never suggest buying a down (Which would either be feather, or very light fill, or another bird rather than goose) pillow unless you are going to pay around $300. Polyester, a.k.a. “down alternative” is out of question for me. I HATE polyester and will rather use a pair of jeans if polyester is the only alternative.In addition, this one has two different sides, making it nearly like having two different pillows. It is also quiet thick, which I truly appreciate.It does not come in airtight packing, and has absolutely no odor. It look really nice, and feels like more of a $100+ pillow.If you have heard about mites, you would know that they live in humid places with no air circulation. This pillow has ventilation holes, which make it much less likely to have mites.Please note that I received this product with discount in return of my unbiased review, yet I have no obligation to give a good review.