Maybe I'm wrong, but I always assumed that the quality and convenience were secondary to the big factor for me: a cheap, disposable mattress that is NOT a 10 ye

Maybe I'm wrong, but I always assumed that the quality and convenience were secondary to the big factor for me: a cheap, disposable mattress that is NOT a 10 year investment is nicer for people who rent/move. If I have to donate/throw away my mattress in 2 years because I am moving across the country, into a new room that doesn't have the space, or just because I've decided I don't like it, I now can. The inflection is taking something that used to be branded as a long term investment, and making it into something that doesn't have to be. Consumers seem to be reacting well to this change since there are many benefits. Everything else seems to be standard piling into a new market when there is obvious demand.