I never bought a king sized pillow before, but I absolutely love it. This is the exact firmness that I prefer - about medium. It provides a good amount of support, but isn't as hard as a rock. I was skeptical about the "cooling" aspect of it, but I'm seriously impressed after sleeping on it for a few weeks. Our AC has been out this summer, and we've been dealing with nightmarish heat in my area, so the cooling aspect has been a godsend. Make sure to note that only one side has the cooling gel, sSee full review