You're right, I also thought after having posted it that I was too harsh. I think it was due to the fact that I partially live this business on a daily basis and found some of the facts not trustful. Specially bearing in mind the product being sold is closer to a mat than to a reasonable mattress.

I think that harshness prevented me from making clear the two points I was trying to make:

1. A warn that everything has its price. Some people will mark up expensive, some people will mark up way cheaper, but at the end there is normally no such thing as free lunch and on average you get what you pay for.

And more importantly,

2. That I believe that these guys made an awesome work around marketing. But not from a bad point but the opposite. A great website, great picutres, great pictures on Amazon too like for example showing the customer how the mattress looks like when folded and when shipped! Pretty infographics. Tons of facts about their mattress. Great choice of payments methods, etc..