I was really excited for this pillow, and Im still going to give it some testing but to be honest, this pillow never gets fluffy. I have it all the way opened and it still feels firm and flat. I wanted to wait a while to do my review on this because i was trying to tell myself it would be different. If you enjoy more of a flat / firmish pillow then this 100% is for you. The branding, the packaging, its all there. But just for me personally, this isn't the pillow for me!