I went pillow shopping last weekend. For years I've been suffering with second rate pillow, and god knows I deserve better. So I headed straight for the goose down, where I was suprised by the specificity of each option. The pillows come in soft, medium, and firm, each of which is recommended for a specific sleeping position: stomach, back and side, respectively.
The catch is that they get progressively more expensive. A firm is almost three times as costly as a soft!! It makes complete sense, of course. You're paying for more of that precious goose down.
This is all, of course, in direct opposition to the mattress market, where plush and pillowtop options cost more than their firm counterparts.
It just goes to show.