What should I look for in a breastfeeding pillow?

"My Breast Friend" The name is pretty goofy, but my wife likes this one the best. It's available online all over the place.
Comfort is key. Breastfeeding pillows should be somewhat firm, comfortable, and safely cradle the baby. I prefer the pillows that wrap around like a 3/4 donut. The boppy is great.