It’s such an infrequent purchase that you don’t have a baseline for what is a good price or not. It’s not like when you’re buying food and you always buy bananas for $1 and you stop to grab a few items at somewhere new & bananas are $2 so you don’t buy them cause you have a baseline.

It’s the same exact thing you seen in automotive sales, how do you tell if something is a good price? Well looking at the car compared to other cars in that area may help but what about one model vs another and so forth.

So go lay on a mattress or test drive a vehicle, all that does is tell you if you absolutely hate the item in question not if you actually like it so you add a wide range of prices on very similar items with unlimited reviews or information on them it’s incredibly overwhelming.

Caspar & others (Tuft & Needle) did a great job with the market by appealing to those concerns. 100 night free trial (T&N) and if you don’t like it, we’ll arrange to pick it up/drop it off at a homeless shelter or similar. Casper did something similar.

Once a decade or half decade larger purchases without a baseline is incredibly stressful for most consumers.