Thanks for all the suggestions ... including guerilla SAF tactics!
Went to a really HUGE mattress warehouse kinda place and tried over 20 mattresses!
Was really impressed with the one lady sales staff who took time to explain the different beds and such and never once apply any kind of hard sell or pressure sales.
Ended up taking 'PrinceBed' pocketed springs with a pretty thick topping of natural latex.
The bed is firm, but the topping makes it feel like a medium, so get really good spinal support while still have that soft, luxurious feeling!
Best part is, unlike memory foam which gets very warm after awhile, the bed is naturally cool.