That’s when he stumbled upon The Pillow, a subscription service where you pay 1,480 yen (US$10) per month to get a tailor-made place to rest your head each night. Inside was a “slightly tall” pillow filled with little plastic tubes, often called “pipes” in Japan. It felt soft to the touch, but there was also an underlying firmness to it. The next night, the height felt optimal, and his neck felt straighter. Considering a lot of pillows sell for less than that, The Pillow might not be worth it for some people.