I absolutely love my GHD hair straightener. Originally I went into our local beauty supply store wanting to buy a CHI, but of course they were sold out. I couldn't wait for a new shipment and found this GHD hair straightener. The sales person told me it is comparable to the CHI. I have to say that is so true! It works just as good as my old CHI. I prefer GHD actually! It gets hot really fast and it is so durable! My hair is down to my waist and fairly thick so my straightener has had a lot of use. After 5 years it still works as good as it did when I first bought it! So I would definitely say it is worth the high price it has. They also have other colors and patterns if your someone who likes to personalized their stuff. Mine is actually light pink! I would recommend this flat iron to people with all types of hair, as my friends with different hair types have used mine and it works great for them too. Effectiveness Great! This flat iron always leaves my hair straight and silky. Durability Amazing durability! I've been using my flat iron for five years and it's still working perfectly.