After reading one glowing review after another about this mattress, then doing some research on line about it, I never saw it being sold for any price other that what Great Offer Stock was selling it for - never saw it advertised as a *** mattress. I'm not sure that it "fluffed" up to the full 12 inches, but it got close, and it's very comfortable. I'm pretty sure it's 12 inches right in the middle - perhaps where it was folded over on itself, for the only complaint I can make is that we feel as though we're rolling to the edges of this mattress. Other than that? It's perfect for our guest bed, and it is very very comfortable!