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I definitely want to try a mattress and see how it feels before I buy it. Especially if it's going to cost a lot of money.

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I'm reading this sentiment a lot on this thread. But it seems these guys are surely not the first to go against this trend and achieve success. Another example is Indochino (suits for men). Apple sold Macs strictly through their site way before they launched their stores.

The line of trying it in real life is getting spread pretty thin and soon will diminish against the power of social media and online customer reviews. Why would I need to try it myself when I can read tons of reviews online of people who bought the product? Surely a review will actually be more helpful than trying it myself since it could delineate facts that I may not of considered.

Really? I see that sentiment quite a lot, but I don't really think it holds. A mattress is definitely something I'd want to try before buying --- comfort, like taste, is such a subjective thing that no number of online reviews could really replace just lying on one for ten minutes.

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