I ordered a luxury alpaca and wool SOFT pillow. The first one that arrived (very promptly) was a FIRM pillow. This was collected and a second pillow arrived (very promptly) - wrong again - it was a FIRM one. This happened a third time and I'm now awaiting the arrival of my SOFT pillow - 4th attempt. The company was very apologetic, but they need to ensure the warehouse workers open the cotton bag the pillow comes in to read the label. My suggestion is that the cardboard labels attached to the outer cotton bag are clearly labelled SOFT, MEDIUM or FIRM. I already have 2 Wool Room pillows, a mattress enhancer and a duvet and I am delighted with these products - I would give top ratings for these. It's the service and attention to detail which I have to rate poorly.