I purchased the Amika flat iron after my other flat iron (different brand) bit the dust after 7 years of use. I initially didn't love the Amika, and felt like it didn't work as well as my previous flat iron, but the more I use it the happier I am with it. It does seem to take a few more passes through my hair (which is thick and wavy), but it holds the style for a long time after. I like that the flat iron heats up very quickly, and that you can control the temperature. Overall I'm pleased with my purchase.