On adjustable beds

It's funny to me that so many talk radio hosts advertise adjustable beds. At first, the emphasis seemed to be on the type of mattress from Sweden with a space age material that adjusts itself to your body weight. That sounds like the best thing to me. But then many hosts picked up on the type of bed that can have its firmness adjusted up or down, and couples can individually adjust their own sides of the bed, since they probably want different levels of firmness. I guess that's the real attraction -- making the adjustment to couples sleeping together.