It's an old copywriting adage that states - "Sell a Good Night's Sleep - Not the Mattress" - which is sound advice and clearly what Eve are up to. Or are they? "Visit their website":https://www.evemattress.co.uk/: "Every Great Day Starts The Night Before". And yet what follows is "See the Mattress". It's all about the mattress. They love the mattress. They love how it's made. They love where it comes from. And they want you to love it too.