this dryer sucks. imo the stuff written on the box are total gimmicks. this model has tourmaline ionic technology to deliver hair-conditioning ions and fast drying, far-infared heat for maximum shine, softness, and manageability with a variable ion select dial, internal ceramic technology for healthier looking hair. total crap to get my attention. my hair turned out frizzy, not soft, no shine, a bit lackluster, and took forever to dry. on the box it even says that it is "super quiet". not even. this dryer performs at a standard hair dryer level.