Heard about the My Pillow for years and finally bought one a while back. It truly is the most comfortable pillow i've ever had, by far. I don't know how it does it - a regular pillow sort of has a uniform curvature as use use it, where the My Pillow segments abruptly - sort of - and conforms better. Anyway, i love it. I was going to create a thread just on that, but it would be better to have a thread where we could share products / services that truly deserve a big thumbs up.