A Place to Rest Your Head?

Spotted in a supermercato in Rome: Quite possibly the least comfortable looking pillow I've ever seen. Fair enough, I know it is vacuum-packed to save space...but how much filling could possibly be in this pillow?? How do they sell any of these little wonders? I was so amazed that I had to document it to share...

"Super Soft" pillow...looks alright from this angle...

What?!?