Those of us at "The Mattress Expert" promote superior quality products. For Value...A Dollar Well Spent...there's no substitute for quality. Since the 1920's, latex has been "The Best You Can Buy".  There has never been a product to come close to the performance of latex. Natural Latex Foam starts as the sap from the rubber tree. It's whipped into a foam and poured into a mold. It's heated. Some are flash frozen. It's then thoroughly washed, where all of the allergen, (the protein), is removed. The end result is a natural, eco-friendly; hypo-allergenic; mold, mildew and mite resistant; super supportive; plenty comfy; extremely resilient...and unbelievably long lasting mattress.  Latex has become increasingly more and more popular. The reason is thanks to memory foam.
Millions upon millions of dollars have been spent to promote memory foam. Comprised of 61 chemicals, (many of them, toxic), memory foam is relatively cheap to make. And yet, many of you have spent thousands of dollars to buy one of these miracle mattresses, only to be sorely disappointed.  Latex is expensive because it's expensive to make...time consuming and labor intensive.
The price of a latex mattress has everything to do with sheer quality and nothing to do with mass media marketing, as does memory foam. Latex's popularity has a lot to do with memory foam. Once you were convinced to spend tons of money on memory foam, the switch to latex is a natural next step. Once you know about latex, and compare it to memory foam, you'll know that you are comparing the best to the worst....what works to what doesn't....real quality to mere hype.  We are pleased to be able to offer you many mattresses from 3 different manufacturers that are using Natural & Organic Latex upholstery….The Williams Co., Natura of Canada and Suite Sleep 
  Make the switch to Latex and discover the quality you were promised. Even those of you who own or buy innerspring mattresses, can benefit from the feel and durability of latex. 
Forget the pillowtop. It will lose its shape in no time. Within months of buying a pillowtop mattress, you will see your body impressions forming...within only a few month's time. Remember when mattresses lasted 10 to 20 years? No more. Today's innersprings have, at best, a five year life span. Instead buying a problem waiting to happen, opt for the firmer version of the mattress you like, without the pillowtop.
Add that Soft Latex Topper to your mattress. Not only will it be more comfortable, it'll last a whole lot longer...providing comfort that will last 10 years. What's more, latex is extremely resilient. It absorbs much of your body weight, leaving less work for the mattress under it.n
A latex mattress topper will extend the life of your mattress by double. It's the best money you can spend.
The premium reaped for the money spent is off the charts. 
Many people who come to me thinking they need a new mattress, are able to put off that purchase for years...with the purchase of a latex mattress topper. And, when the day comes that you must buy a new mattress, that same topper will be used with it.
Look for those on our Mattress Toppers page:
Sleeping Hot
One of the most common complaints I hear, are about sleeping hot. Blame it on the memory foam....for the most part. Or, if you are just one of those who radiate a lot of heat, There is real relief for all of you. 
Add a Magniflex MagniCool Mattress Topper.