The market says that's a reasonable price, and Tempurpedic is serving the premium market segment. Why does a half gallon of milk with a generic store logo cost 10% less than the name-brand milk from the same exact dairy?

Anything less is either refurbished (ick) or one of the foam ones from Amazon/Overstock. The online foam mattresses are as low as $350, because they can compress the foam and make it light enough for UPS Ground.

Personally, I don't like foam mattresses. If i didn't know that, dropped $350 on a mattress from Amazon, I'm stuck with some bizarro return process, since it's no longer compressed foam that can be readily shipped!