Wow! just wow. Outside of having my hair blown out after getting it done at the salon, I have never used an ionic hair dryer on myself. I have hectic, chaotic, insane mornings and I have to get ready in about 15 minutes from the time I get out of the shower if I want to avoid traffic (and I do).  In the summer, I've just been leaving my hair wet but then i get to my office and it's freezing in there. I didn't want to keep having to take the time or create the damage of blow drying it everyday. With fall in winter around the corner in the north east, I needed a plan. I had heard about these dryers and figured I'd give this try after reading the reviews. I'm so glad I did! I only had time for a half-a**ed dry this morning but I could tell there is a totally amazing quality to this hair dryer. I love the warm/cool settings, I don't feel like I'm damaging my hair PLUS my hair came out straighter and without frizz. I can't wait to see what this bad boy does when I actually have the time. Great, high quality hair dryer IMO. I would definitely recommend.