knowledge is power
The rabbit hole.
Sell a good nights sleep, not the mattress. – Instructor at the Acadamy of Art University
What you're up against.
In addition to the ‘old guard’ (the biggest names in the mattress industry that all seem to start with ‘S’) that are sold and supported by the legacy brick and mortar stores with the initials ‘MF’ or ‘SE’, there’s estimated to be over 200 online retailers.
What you need to know.
The mattress industry wants you to overthink your purchase, and uses a variety of techniques like obfuscation and planned obsolescence to make it as difficult as possible for you to make an educated purchase. The sheer volume of choices paralyzes people!