The Padcist Hair straightener brush is a great upgrade from a traditional flat iron. I have a Chi flat iron at home and have always had good results with it but now I have seen the brushes pop up on amazon and have always been very curious about them. It took about the same amount of time to straighten my hair compared to my chi and I do feel like they reached max heat at about the same amount of time. I do like that there is no smooshing or the hair. With a traditional flat iron I usually have to hold it a certain way or it will simply flatten my hair and not completely straighten it. I like how easy it was to use the brush because it kept things inline more efficiently with no flatness but rather volume instead. The Padcist straightening brush is light weight and lays flat on my counter. It was easy to use and attractive (looks like a Dyson for hair!) I don’t feel like it was at max heat in 30 seconds (per the instructions) but rather still warming up. It took a few minutes to reach maximum level. It has an auto shut off feature (20 minutes) which Is a great safety feature to me. Fair warning (and why I docked a star) the power button is metal and close to the unit. When I went to shut it off it was hot! So just a heads up! I would still recommend this though, I definitely like it more than my flat iron.