Latex is a great sleeping surface because it offers a lot of the benefits of memory foam mattresses without some of the drawbacks. You can get great comfort and support, but latex generally doesn’t sleep hot and has more spring to it, which some people really appreciate. Latex is very durable as well.
The other potential benefit of latex is that it can be all-natural. Most companies opt to make their latex mattresses at least part synthetic due to cost, but there are some 100% natural latex mattresses available – which can never be the case for memory foam. As people start to move towards more natural products, I think latex will become more popular.