As far as I'm concerned, that whole market still needs some newcomers (also called "disruption"). this whole mattress in a box segment is essentially 70% marke

As far as I'm concerned, that whole market still needs some newcomers (also called "disruption"). this whole mattress in a box segment is essentially 70% marketing and 30% RD//Production//Shipping. Those companies price around 1000$ for a mattress, but I highly doubt the production (and shipping) is anything more than 150$. I'm happy there is an alternative to the older shaddy company that cornered that market (sleeptrain and all of those), but it's still too much marketing, too little value for a fairly simple product! (I have a Leesa and it's a mattress... It's ok).