Essentia Natural Latex Mattresses

The guys from Essentia contacted me to let me know they had a new location in Denver. I had never heard of them, but they appear to make just about the ultimate mattress: 100% natural latex (from rubber trees, not synthetic), zero VOCs, made in Canada. The top layer is a latex based memory foam, and apparently the only non-synthetic memory foam on the market. I have always stayed away from memory foam, as it is typically made from petroleum and emits a host of VOCs, so this looks interesting. Anyone have one of these and care to comment?