For me it was "buy high quality pillow" because you sleep for one thrid of a day etc. I needed a new pillow anyway so I came to the store and bought the best they had. And it was ... ok. Like it's a fine pillow but my sleeping haven't improved really, it's basically the same. So I was disapointed :(
Yeah even with the expensive ones it's hard to find a good one. Last time I got a pillow, I just ordered like 6 from Amazon, and tried each for a night before deciding which to keep - only one ended up being remotely good, and they were all "nice" pillows (highly rated, over $100)