Good initiative, the website is easy to understand. Makes the process more convenient for those who, for any reason, aren't able to take the time to visit a store to make the purchase. The 30-day refund period and clearly stating there are no additional fees for this is a good idea.

I could be wrong, but here are few problems I can think of:

- A mattress is one of those important purchases which happen only once every 10 years (for most people). How will you make sure they remember you when its time to buy?

- After a quick look at the price range from a few major brick-and-mortar mattress stores, I found price differences to be minimal.

- Just like you wouldn't buy a used car without testing it first, most people would want to try out the mattress before purchasing.

Best of luck!