One of the biggest frustrations of the "traditional" mattress shopping experience is that every store has a different name for the same model. They do this to confuse customers, and prevent competitive shopping. It's a decades-old practice, and it's the biggest complaint from customers.
With personalized labels, you never have to worry if someone else had your mattress before you. Each one truly is unique and made to order just for you.
*Personalized labels on inner-spring mattresses only.