Simple: walked in and was looking for memory foam mattress for pregnant wife and I. She's very picky about a good mattress and hates intimidation of walking in a big showroom with sales rep and so do I. You're aren't pushed to buy here. This place has the best deals; spent $1200 on a cal king Serta memory foam with a cooling component which INCLUDES delivery and installation along with box springs and metal frame. The delivery guys were professional, quick and absolutely no complaints. I'd recommend this for anyone trying to get the best value and comfort without feeling like you burned too much money.