Because I don't agree that it really does any "cooling" of a significant degree.If you've just come in from outside in hot, dry weather, will it feel good on your skin? Yes.IF you wore it outside is it going to reject the heat? Only if you covered every inch of skin and were naked underneath.It does do an excellent job of not retaining heat, that much I can say. That's not really cooling, though.However.I did find a very good use for it.Memory foam and hybrid mattresses (which use memory foam) have one main downpoint: they will happily absorb your body heat and radiate it back up to you. In winter this is welcome; in summer it's not. Laying this down under your sleep area with the 'cooling' side up towards you allows the heat to go down, but minimizes how much comes back up to you. The sheet will remain noticeably lukewarm at most, but the mattress underneath will be just as hot and uncomfortable as you're used to. This results in a very comfortable experience that I haven't been able to match with cooling pads.So for me, it will serve this purpose, and for that, I think it's an awesome product.
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