The memory foam lives up to the hype! This topper is very soft and plush, and the cooling effect is quite nice. I do like my mattress to be a little more firm, but once the topper conforms to your body it's not overly soft. I've heard that memory foam can have a nasty scent, but this topper didn't smell too bad and it smelled perfectly fine after I let it expand. The topper is tightly packed in a box, so bringing it into my house and unpacking it was very easy, and it expanded fairly quickly. This review was written by a full-time Great Offer Stock employee.