I was used to the memory foam concept, as I had been sleeping on a 3" memory foam pad on top of a futon, and it was time to get a new mattress, as I was starting to have aches and pains, especially a stiff neck. I bought this one after reading the positive reviews, as I really can't afford the major brand-name version of this mattress.
Well, it arrived promptly. I unwrapped it and it re-inflated almost immediately. The memory foam smell lasted about 2 days. I started sleeping on it and I have been in sleeping heaven ever since. No more aches and pains.
CAVEAT: I don't know how long it will last - so it's really a little early for a review. But for now, it's wonderful.