Sleep is all about temperature and height. Its not a firm or soft thing, everyone wants soft but they need support. My patented adjustable fill is going to give the exact support you need from the bed to your head and it’s going to stay that way throughout the night. And now this is where it gets really good, we’ve all experienced those temperature related sleep interruptions, you get too hot, toss and turn, flip your pillow over. All of that is gone with the MyPillow 2.0s cooling technology. Your MyPillow 2.0 will stay cool all night long! It truly is the best pillow you’ll ever own!