foam mattresses at Costco, Amazon, Ikea, etc. are under $500, so this is more than double for something that is not clearly 2x better than comparable products

if this was objectively proven to be the absolute best foam mattress on the market, I would generally agree that paying top dollar for the best is fine for something you spend a lot of time using, but there's nothing out there that suggests this is any better than anything else on the market. It appears as if it's mostly just good marketing.