As a long time wamsutta customer, I’m glad they are still around making pilllows as all others are subpar. I’ve tried all those highest rated ones on amazon and ghost pillow but honestly you get what you pay for. Your head is on a pillow for 1/3rd of your life, quality is of utmost importance. I tried all 3 pillow firmnesses. As a side sleeper, the soft doesn’t have enough support, but would be good for a back sleeper. The firm is perfect for side sleepers. Don’t think of firm like your head is resting on a rock, it’s still very soft. It almost has an inner density to it so your head doesn’t sink to the mattress. The medium is a good in between, medium support and still very soft. Very satisfied with my purchase!