In Ries' opinion, marketing these products more openly as ones that would help women could generate attention and good press.
Graying means growth
With the baby boomer population graying, mattress executives and analysts see a growing market for temperature-regulation items.
Chris Marsh, Mattress Firm's vice president of merchandising, compared the mattress industry's adoption of temperature-related products to when the automotive industry began to understand the importance of heating and cooling seats.
"We feel that with the baby boomer population getting older and the general population appreciating better sleep, this will be one of the fastest-growing segments of the mattress industry over the next decade," Marsh said.
Already, he's seen interest grow.
"If you go back probably seven or eight years ago in surveys, if you asked things that are top of mind features, coolness came up, but it was less than 10 percent," he said. "If you asked two years ago, coolness is actually on 30 percent of minds now."
Peter Keith, a senior research analyst at Piper Jaffray, said there are two important areas of customization available for mattresses: firmness and temperature control. The latter, he believes, is emerging as the next leg of customization.
Although this area is still relatively new, Keith cited Sleep Number's surge in Google searches around the time of the DualTemp debut as evidence of the strong consumer interest level for these products.
"It's such a new emerging area that no one's really sure on how big it could," he said. "I think a number of people in the industry do see big potential, but industry participants are having a hard time gauging how big the market for temperature controlled products could be, given the relative newness of it."
—By CNBC's Katie Little. Follow her
Updated: This article has been updated to say that Chili Technology is the manufacturer of the ChiliPad.