In the process of developing a better mattress, they recognized that standard, base-level products were being sold as independently engineered technology by competitors, inclusive of low-quality manufacturing, and undynamic body support systems–all at excessive prices. They disagreed with the notion that their competitors had created perfect mattresses for everyone neglecting the reality that everyones sleep needs and preferences differ. They decided to design multiple mattresses–all with the same features as their competitors, but at a much lower price.