I believe this product is made by the same people as GHD, so if you've used a GHD iron then this one should be familiar! Yes, this flat iron is expensive but think of it as an INVESTMENT because seriously, you need to get this. This flat iron makes my hair shiny and soft (even my boyfriend has noticed), sometimes I've also found after using certain flat irons that the style does not last, this will keep your hair straight alllll day :) The cord is also very long so it's easy to move around with.