HOFFMAN ESTATES, IL—In an effort to eliminate the middleman and sell directly to the public, a new Serta wholesaler that opened Friday reportedly allows customers to select and cut their own lengths of mattresses. “I like that I have the flexibility to get just the amount I want instead of being confined to the standard cuts available at most stores,” said customer Leah Dubois, telling reporters that while a full bed usually wasn’t enough for her family, a queen was just too much and often some of it went to waste, so she appreciated being able to split the difference by selecting her own length. “The cashier was friendly and helpful, and it didn’t just seem like he was trying to upsell me. He explained that the day’s memory foam selection was nice and tender, whereas the innerspring they currently have in stock is a little tough. Honestly, I’d just planned on picking up less than a twin when I got in here, but at only $20 a pound, I wouldn’t be surprised if I leave here with a couple California kings!” Dubois added that she was so charmed by the shopping experience that she planned on stopping by tomorrow on the way home from work to grab some freshly ground pillows for her kids.