Purple has the best ads. :)

We just bought a new one last year. We went with a pretty high end Simmons hybrid inner spring mattress with some foam layers on top. We got a killer deal since we are friends with the owner. I worked in the furniture/bed business through my young years. Tons of markup and lots of industry rigged gimmicks in bed especially.

It has been killer. We were planning on a Tempurpedic, but the only one that was soft enough was the top of the line and about $6k. No thanks!

I spent a long time finding the perfect pillow. I got one I am happy with but the Purple pillow might end up under the tree this year for a go.

I guess you cannot go wrong with most of the online beds, as they have good return policies. Depending on where you live, you might be able to try some in person.