 Premium quality. You don't have to at my stores. We have Posh and Lavish, ultra luxury, all latex. I sleep on a Posh and Lavish. I don't know how to explain it to you other than it's like floating on water. Posh and Lavish is all latex. It's all natural. Some stores will say, oh, we have latex mattresses. But if you were to cut it in half, it would be seven or eight inches of polyurethane and two or three inches of latex. Ours are 100% latex.