It's pricey yes absolutely, that's why we get the superior quality. I had one for years still bouncy and plumped and the addition cooling stuff makes it worth it. I bought this for my husband and he appreciates it so much.

Great pillow! Got one for my mom for her birthday

i absolutely love this pillow. It is cool and very comfortable. My family tried it, and they want their own pillows now.

It's a decent pillow although a little too thick for my liking. The down alternative can be removed to make it thinner, but I haven't done that. I don't find the honeycomb grid does much, it's just kind of there. It is a soft supportive pillow, just not really worth the $100 price tag. I will be returning it. Purple makes another pillow that is much better than this for $50 more.