I read the Times interview that Seth Godin’s blog post then commented on which mentioned “entering a brand-free market where people have been trained to ignore the various competitors is really expensive, because people aren’t listening, no matter how great your offer is.”
The market is now saturated with ME TOO Tempur mattresses so it’s no longer a brand-free market. All big brands now have their own foam mattresses.
However, Essentia has taken memory foam to a new level. Our proprietary foam is made with natural ingredients and our mattresses don’t contain glue. Measurements indicate we have the best mattress to date but who cares? Publicity in the mattress industry is as elusive as an admission of guilt from your wife.
Stores hesitate to include us because by telling the consumer our foam is natural and mattress glueless compromises the integrity of every other mattress on the floor. “so you mean the other mattresses have glue?”. “so the other memory foam mattresses are made with chemicals?”
Very frustrating but we’re moving along quite nicely anyhow 
