We purchased this Vera Wang mattress about 9 months ago.  In the showroom the mattress feels firm, when we made the purchase the mattress did not indicate firm (as described by the salesman) on the invoice description ; this should have been our first warning.  Upon calling Serta to understand how the mattress firmness stacked up I was told that they did not rate the latex mattresses on firmness.  This should have been strong warning number 2.  As it turns out Serta, for some unknown reason, uses the expensive Talalay latex as the core and then puts 2 inches of cheap polyurethane foam on top...