Now heavily promoted "feature" for mattresses, pillows and other stuff, especially latex ones.

Also used to tell story you about "special zoning" :

Real actual reason for doing this is to sell you less actual product while make it looking like same or more.

Pillow with same sizing require 10-20% less latex if you add large pronounced "massage bumps". Same is true for zoned mattresses, here for 5cm thin topper they can save up to 25-30%. All this is bad for you as in case of latex due its behavior you will have more pressure concentrated at small areas, hence much mess comfort. Zoning also have little meaning as even best of it is made for unknown guy with unknown weight and unknown height.

But this is not all, lot of manufacturers will add additional holes, more than required for proper vulcanization. In zoned mattress or in many pillows it will be always such. This bring another material savings that can range from 5% up to 20%.

In our reality cost to manufacture of large quantities of described items mostly depends on the material expenses (like latex) and much less on other stuff. This is why seller or manufacturer want to tell you wonderful stories about massage bumps or zoning.