So....after visiting a few more "mattress shops", both online and off, surprise, surprise, the more BS I found. Recommendations here helped push me toward the memory foam type....
I was close to purchasing the DWR Sonno Prima Memory foam mattress, partially just because of the fact, there was no made-up marketing junk and there is only 1 model in 2 firmnesses. I can trust DWR too. Ultimately though, it felt too firm.
After countless more hours online doing research, I finally made a breakthrough.
The only 100% latex memory foam mattress. Made in Canada. No BS. They have a great founding story, and was started by a guy not in the mattress industry, which says a lot. Not only do they not have a confusing product line (only 7 models, which just vary by thickness of latex memory foam on top of the latex core, and density of the foam - prices just relate to amount of memory foam, as it's the expensive part, which I can confirm sourcing foams for other products), but they actually give specifications. Density, ILD, etc. Quite a few helpful and not "marketing-y" articles on the website too. Reviews seem overwhelmingly positive. They only sell online and in their own shops too, so no having to deal with shady mattress salespeople. Only slight I could find was that they got dinged by the FTC for some marketing copy using "zero VOCs" and "organic" when tests indicated there was trace amounts equal to normal atmospheric conditions. They addressed the issue on their blog, so I give them props for that. They also post the actual report of test results, unlike any other brand I've seen.
Mattresses seem very well constructed from quality materials (all latex - from rubber Hevea tree), certified organic cotton removable covers, made to order in Montreal. Solvent free glues. Latex being natural breathes better, isn't hot like a Tempurpedic, and doesn't off-gas or leach chemicals.
Went to their Toronto shop today and spent about 2 hours there testing them out and chatting with the helpful salesgirl who was not at all pushy. She even recommended me NOT buy some of their products.
I pulled the trigger and got the Classic 8. Not cheap, but cheaper than an Eames Lounge, and more comfy.
Should get it in 2-3 weeks and will report back.