I've been using shredded memory foam pillows for awhile, and have been feeling it's time for a fresh one. I was drawn to this one because of the temperature regulating cover. And I do love it. It's actually just a little softer than the others I've used. If you've never used a shredded memory foam pillow, be prepared that they are quite firm and will seem odd at first. But they offer great support and promote good neck alignment. And even though they seem super firm, your head rests comfortably in it. This one is also great because it comes with extra filling that you can add if you want it more firm. I'm really impressed with it and would definitely recommend it!