I bought a sleep innovations pillow from Target 5 years ago. It is still as firm and comfortable as it was on day one. I recently bought this one online and it has provided the same comfort and quality as the one I bought years ago. It molds perfectly to your head and then regains its shape instantly when you remove your head.
Make sure not to leave it in the car on trips during cold weather, the foam will turn rock hard! However, it regains it's plushness very quickly after being removed from the cold environment.
I've had this pillow for years, and was happy to see that Target still carried it. Most memory foam pillows are too thing, so I like that this one is not just memory foam. It is thicker and supportive but still memory foam. Great purchase and great price!