I don't understand the hype. I'm currently trying out the Colonial model, which is about $2000 for a queen and one of their softest models. This mattress is NOT soft. I cannot lay in my side for longer than 10 minutes or my shoulder will get sore. I have to flip sides constantly. This mattress is terrible - especially because this mattress is more expensive than their competitors. Too bad I have to hold onto this mattress for 30 days before I can return it. Save yourself the headache and try a different company.
Have you noticed how the reviews on Google all have a referral code for Amerisleep? They get credit if people use their code. Yelp is where you'd find more honest reviews.