I used to literally go through 2-3 pillows a year, trying to find one that would work for my screwed-up neck (I've had whiplash multiple times) and that would hold its initial fullness. I have tried the $100 Isotonic pillow (didn't like the bump that forces you to have your neck perfectly straight, plus it softened out), gusseted pillows that still broke down in the middle, cheaper foam pillows, firm pillows, soft pillows, etc. My neck ALWAYS hurt, and even if one of those pillows helped for a little while, they always broke down and I'd start tossing and turning and getting a stiff neck and shoulders every morning. I bought this Sleep Innovations memory foam pillow a little less than a year ago and I still LOVE it. It's firmer on one side than the other, so if you're a back or stomach sleeper you can use the softer side, and if you're a side sleeper, you can use the firmer side. But it also actually feels thicker on the firmer side, if that makes sense. If I put it on the bed the wrong way, I immediately notice that it's not full enough when I am on my side. Flip it over and it's perfect. I get exceptional support that is soooo comfortable. What I especially like about this pillow is that it's firm enough with hurting my ears! I guess I press my head hard into my pillow, and any other pillow that I've used that is firm enough to hold its shape without compressing too much would actually hurt my ears. I'd have to use a softer pillow and put a folded towel beneath it to make it thicker. I have never had to do that with this pillow, and while it's softened up a bit over the past year, I just need to fluff it before bed and I'm good for the night. I also sleep with better posture and am not contorting my neck or shoulders trying to get comfortable. I do a LOT less tossing and turning with this pillow (I also have a Sleep Innovations memory foam mattress with the gel layer and would highly recommend it!) I only wish they made it in a king size. I take this pillow with me everywhere we travel by car, even for just an overnight stay. And I'm certain it's a big reason I rarely have to go to the chiropractor for my neck anymore, after having to go 2-3x/month for nearly 20 years. (I think I have been 4 times total this year, which is amazing.) I finally convinced my husband, who's had neck surgery, to try it out, and after maybe 5 seconds of lying on it, he immediately said, "Yes, get me one." His pillow had completely flattened out. If I could afford to buy one for every family member at once, I would! Truly the best pillow I have ever used!!