About two and a half years ago I had a cheap flat iron that stopped working, so when I found a good deal on a ISO flat iron I decided to give it try. I will admit that the last flat iron I had was a really cheap one, but I really LOVE my iso flat iron. Effectiveness I think that the ISO flat iron gets hot really fast making it effective for getting ready rather quickly. This flat iron get REALLY HOT relatively quick so be careful. My hair is really thick and it tends to get very wavy underneath and this flat iron works well for straightening it out. I can't speak as to how this product would work on thin or fine hair since it gets very hot, but since I have so much hair I love that it gets really hot. Durability I have had my ISO flat iron for about two and a half year and I have had no problems with it at all, so I would say that makes it pretty durable. I do not use my flat iron every day, but I would say I use it about once every week.