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But the one thing I was certain of was that I would never write an article about online mattress reviewing, a subject so self-evidently boring that I became a little sad just imagining it.

So when Kenny replied that he expected to have a mattress to offload soon, I only asked him what sort of wine he liked.

Many consumers were Googling terms like “best mattress,” landing on sites like Sleepopolis, and learning about e-tailers like Casper for the first time.

Indeed, one would never have predicted looming lawsuits from a friendly 2015 email exchange, in which Casper CEO Philip Krim attempted to court an affiliate marketer named Jack Mitcham, who ran a Sleepopolis-like site called Mattress Nerd.

In January 2015, Krim wrote Mitcham that while he supported objective reviews, “it pains us to see you (or anyone) recommend a competitor over us.”Krim went on: “As you know, we are much bigger than our newly formed competitors.