For me it was "buy high quality pillow" because you sleep for one thrid of a day etc. I needed a new pillow anyway so I came to the store and bought the best they had. And it was ... ok. Like it's a fine pillow but my sleeping haven't improved really, it's basically the same. So I was disapointed :(
My wife and I have taken to naming our pillows. There's Flat Agnes, Lumpy Rutherford and The Rock, off the top of my head. I would have to consult my wife for the others.