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, so "the other side of the pillow" doesn't apply here. But it's cooler than any standard pillow without flipping it constantly. After trying it for a bit, I'm comfortable buying another so my wife stops stealing mine.
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