Theoretically what they were offering can be useful. It both heats and cools, so you can leave the house temperature higher or lower to save on energy costs while staying comfy in bed. It has tilting feature which can be nice for reading or watching TV. Also, you'd hope that it would be a comfy bed in general for that price.

Of course this event shows the makers are fools and the concept of a subscription being needed, for an already overpriced bed, to do what a knob could do, is insane.