These pillows are flattened and packed in a small box and when they be unpacked for the first time stay flat. However, if left for an hour (to ventilate the chemical smell) and then whipped, the foam inside expands to the maximum. The "Bamboo" cover is so silky soft that it's almost a shame to put it in a pillowcase. I sleep on my side so I like pillows that don't squeeze and these things fit right in there. I liked it so much I've bought 3 over the last few years not because they were worn out but because the other pads were worn out and I've replaced them. To be honest a few times when I lay on my back I noticed that they deform more and are still comfortable but usually at this point I'm lying in bed fiddling with something so I want, that my head is tilted down, so YMMV. For the price I don't see why anyone would complain if they want a relatively firm pillow, especially since the oldest of my 3 is just as fluffy and firm as the one I just bought.
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