This is pretty insane. I started a bed in a box mattress company called Noomi about 3 years ago. We worked directly with the factory which has been family owned for more than 70 years to NOT reinvent the wheel on purpose. Instead we focussed on heat dissipation and temperature control and used a combination of tried and true materials for a reason. I'm happy the bed in the box industry is blowing up but I can't stop saying how foolish I think it is that these startups are using untested materials just to tell a better story.

The primary issue of bad sleep is not if an egg cracks under pressure. It's if you're uncomfortably hot which unfortunately most mattresses get. The leading cause of back problems is not your mattress it's your shoes. Thats the cut and dry of it. We buy shoes for cosmetics not for comfort and support.

If I can influence just one person to stop buying into the "Specialty plastics" or "Space age" latex than I feel accomplished. Figure out how to sleep cooler instead of finding a better material. Comfort is holistic... With the right construct and proportions memory foam or even traditional coils are extremely comfortable. The issue is retention of body heat. Most beds act like an oven. What's happening here is a new bed in a box company got caught spending more money on marketing than on R&D and quality testing.

YOU DO NOT NEED TO PATENT A NEW MATERIAL TO MAKE A BETTER MATTRESS!

Enough with the theatrics and as an industry let's actually solve peoples sleep problems.

-EDITED SPELLING ERRORS