It's like buying a used car in yesteryear - sleazy salespeople, lack of comparability. I thumbed my nose at all the big brands years ago due to their marketing techniques and used the site Sleep Like the Dead to help make a choice. I bought a Berkely Ergonomics double coil and latex combination about 9 years ago. Models have changed so I can't recommend one. I still love it.

Completely agree with @TBL from CT assessment. I similarly looked at Sleep Like the Dead and other reviews online. I ended up choosing a traditional innerspring mattress and bought an Aireloom about 5 years ago and I coudn't be happier. It's incredibly comfortable and I only regretted not buying one sooner. I was able to lay on the mattress in the store to see how it felt as well. Obviously some online-only brands you don't have that option.