This flat iron is a little expensive but it is definitely worth it! It is much healthier for your hair, it lasts a really long time, comes with a warranty, and can be used for more than just straightening. You can use this flat iron to straighten, curl or crimp/wave your hair. It is much healthier for your hair because it has ceramic plates, heats with infrared heat, and the plates float as not to fry your hair! Besides that, it lasts so long! I've had mine for about 5 years now and its performance has not worsened. Even if it did, it comes with a three year warranty. No matter what, they would replace it if something happened to it, no matter if your was your fault or the products. With proof of purchase, you could go to the kiosk in the mall, and get your hair done for free whenever you wanted just because you bought the product. Unlike other straighteners, it actually keeps your hair straight throughout the day. Even though it uses infrared heat, it gets very hot, so thats not an issue. It doesn't fry my hair or damage it as quickly. I have very thick long hair and it does an outstanding job!