The comfortable showroom is near our home and while the price was certainly "full price," we felt we got great service, great advice, and no hassle delivery. The tendency for mattress stores to sell softer mattresses does baffle me a bit. We bought the firmest one available and yet it doesn't feel rock hard or anything like that. One downside was that the "free" mattress cover they "threw in" was useless because it was designed for a thinner mattress. It didn't fit. That was a lot of wasted chatter about dust mites and such.