This is another case of making up a new name that isn't necessary. Also making lemons from lemonade.
"Memory foam" is the hot seller in the matress market, but in my mind, it is merely a compression settable foam. Put a compression on it for a while, and when the foam doesn't bounce back, it's called compression set. This is generally an undesirable property of a material. The Wikipedia article adds nothing to combat this. "it is firmer in cool temperatures and softer when warm." Now that's unusual thermomechanical behavior, isn't it?