Before I get to my review of the pillow I want to talk about the great Lincove customer service, and in particular Sarah! I am old enough to remember when a company told you they would do something that they would actually do it. These days when a company says we will email you this or send you that you just know it won't happen. Lincove has the best customer service I have experienced in a long time. I originally bought a standard medium pillow and it is very nice. The price was around $150 with a discount that that Amazon was offering. That may seem a high price for a pillow but there are other comparable brands that charge $400 plus for the same quality. This is a really high end pillow without a price gouging high price. When my pillow arrived I liked it but thought maybe I would benefit from a firm. I called customer service at Lincove and was transferred to Sarah. She was very nice and helpful. She wanted to make sure I was 100% happy so at no charge she shipped me out a firm pillow of the same kind. It was just a free pillow. I almost felt guilty they did that but now I tell people about the company and will likely buy more pillows for my family and as gifts.

Love this pillow, soft but supportive. Doesn’t hurt my neck and stays surprisingly cool.

Truly, an amazing pillow. It really really is so deliciously soft and great for your neck. Great company. I spoke with Sarah to take care of an issue and she was/is amazing. Look no further. In this climate we need fantastic Customer Service and a company that really cares. Look no further than Lincove!👍👍. 5 stars

The filling doesn’t flatten, it remains lofty. It’s well worth the cost!

I feel like I've been like Goldilocks in my search for the perfect pillow - I didn't want something that was going to go pancake flat in the middle of the night. I wanted it to be soft and not sound crunchy when I was lying on it. I wanted to support a more local business.
That said, this pillow fits the bill on all accounts. The firm is indeed firm but it cradles your head nicely. You can tell that it's very well made and it feels special to open the box.
I Immediately put a pillow protector on mine and tried it out for a few weeks. What I noticed was that I had to keep flipping it over in the middle of the night because it became uncomfortable, for me. I was waking up multiple times in the night with my arm asleep - this hadn't happened to me in YEARS. My neck issues seemed to get worse over the couple of weeks that I used this. So I very reluctantly made the decision to return it.

That said, if you are looking for a pillow that meets all of the requirements I listed above, and has what I consider to be a very reasonable price point, I would 1000% recommend this particular pillow from this particular company. I was wanting to use something more natural than memory foam but it seems like that's what my neck needs so back to the memory foam I go...