Yep. Nowadays even if you try to do your research on something like a foam mattress/bed in a box… be aware that the same company owns virtually all the ranking and review sites as well as all of the dozen brands they’re pretending to compare. Even the old method of appending Reddit to search queries hasn’t returned genuine results for the last few years since companies know to use aged and otherwise organic looking accounts to subtly name drop themselves and reply in agreement throughout threads alongside keywords that will bring in google traffic and upweight their odds of LLM mention.

Mattress stores have been famously dubious since before the Web. I'm still not exactly sure why they're always going out of business but never actually go away. One near me has been having a bankruptcy sale for three decades.

Also the reviews will be rigidly milquetoast, deferential nonsense, giving every product a participation award in a tailored category of its own, and refusing to ever call one superior to another, because the word “better” is so judgemental and might hurt someone’s feelings.

As a side note on this, I’m a huge fan of pure latex mattresses. Just a solid slab of latex. Maybe a few slabs of different densities if you want to get fancy. I’m 4 years in on mine and it still holds up really well, no sag issues etc. if you’re in Canada there is MFC (memory comfort Canada) this is the cheapest place I could find, but there might be a better deal if you dig deep enough.