First of all, the Ion brand has lasting power. I purchased my Ion flat iron 6 years ago and it still works like a charm to this day. For a few years, that flat iron was used daily if not more than once in a day. As the years have gone on, I have started to use my flat iron less simply because of the damage any flat iron will do to hair with repeated use over an extended period of time. However, this flat iron was a cheaper alternative to a CHI, which I have also used before, and it worked just as well. The Ion brand doesn't seem to have as much personalization for flat irons (such as patterned face plates or several colors of face plates) but I do not think that is necessary when you have a genuinely excellent product. This flat iron makes my extremely thick and curly hair pin straight and thin-looking, which is my desired effect. I adore the Ion brand and I think it is the clear alternative to spending extra money on a CHI flat iron. Durability It has lasted six years and is still working like it was the first day I bought it.