This is it for me, I love this pillow!! About 7 years ago, I was having a lot of problems with my lower back,Sciatica type stuff. I was on heavy medication and wanted to not be dependent on it. So I started seeing a great natural medicine chiropractor who recommended this pillow to me. At the time I was so much in pain and desperate to try anything that spending $70 on a pillow seemed crazy but I had to try. It took about a week to get used to. I sleep mostly on my back, but if I get up early morning for water or something, I return to sleep the last few hours on my side. Sometimes left, sometimes right. So I have slept in all positions of this pillow. You can definitely feel it keeping your neck aligned which in turn aligns the spine. I am usually a pretty frugal person but there are just certain things that have become priority in my life and sleeping and back health are both so important as they effect your overall health and neglecting them will make you miserable. Shortly after using this pillow, my back pain had disappeared. Also I slept much better, comfortably and w/out snoring(I forgot to say, this also helps w/ snoring!!). Also during this time I started to walk regularly and wear MBT sneakers and also do 15 min. of stretching each day. Suddenly I didn't need any medication. All of these things could have cured my back problems together, but to this day the one thing I will not go w/out is this pillow. When I sleep away from home and don't bring my pillow, I can tell a big difference. Regular pillows have no support for your neck. None! So I just purchased my second Therapeutica pillow. The last one lasted me about 7 years. The reason I felt it was time to get a new one, was the support seemed a little tiny bit less and it was starting to crumble around the corners. 7 years though, and this is the only 2 pillows I have had to buy. Like $20 a year to sleep heavenly and have no back problems. I am o.k. with this. Very o.k. and I think you will be too.