It's a rare purchase with high profit margins and limited differentiation between brands. In other words, whatever store/vendor you go to first has a great shot

It's a rare purchase with high profit margins and limited differentiation between brands. In other words, whatever store/vendor you go to first has a great shot at getting your business, and you'll totally forget about them by the time you next need a mattress years later. Same reason you hear so many car dealership and insurance ads.