Big pillow really won when they convinced people they are also decor.
"Whaddya got there, 4 pillows on that bed? Looks like crap. Need a couple more big ones that match the bed."
"Those look uncomfortable"
"You don't use them you putz, they're to look nice. Now you just need 2 furry small ones and a cylinder. Now let me see that couch, I've got some sequined pillows that'll knock your socks off"