Mal:
The Better Sleep Council is funded by the mattress industry, which some feel has a knack for obfuscation and dubious marketing that surpasses even that of computer manufacturers. I found a couple of fairly caustic articles about it, including this one:
http://www.slate.msn.com/id/93956/
For all I know, the Better Sleep people may be correct, but I'm also interested in real-world feedback from people who aren't funded by people who sell mattresses.