I think people expect such products to miraculously stay cold without any scientific evidence to back it up. They feel cold and transmit or store less heat. So yeah, it doesn't end up cold, but it doesn't get hot either. You can also adjust to the area that doesn't touch your skin and it will feel cool again. It's not a perfect solution, but by far the best I've found. I now use this material in all my bedding, from pillows to sheets and duvets, and I sleep significantly cooler in my memory foam bed.
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