TPX seems more like SBUX to me than GMCR. Plenty of people sell coffee, but many people are willing to pay up for the "premium" brand. It seems, at least anecdotally speaking, that more and more people are paying up for the TPX brand. For years, I thought it was dumb that people were willing to pay $5 or $6 for a "jazzed-up" cup of coffee and that the fad would fade. I'd say the same thing for tempurpedic.