I worked at a mattress retailer after college. Each retailer would have a slightly different version of the same model. So as an example one would have 2 inches of memory foam and another would have 1.75 inches of memory foam and 0.25 inches of latex foam. But otherwise it’s the same. They did it to make comparison shopping and price matching difficult. In reality I’m not sure how well it worked. Salespeople would match prices anyway to get the sale.