There was a time when i would have agreed, however, after using Wet 2 Straight I would never go back. My hair is naturally very curly, quite long (middle of back) and quite thick, not to mention highlighted (so not ideal for heat stylers) anyway Wet 2 Straight not only do what they say, my hair stays straight until I wash it, which is usually 4 to 5 days after. My hair has always worked with other straightners but if I get hot and bothered i.e. doing housework or running about or even clubbing, the heat would just make my hair go wavy again - but was well impressed that with W2S it stayed as I styled it... no exaggeration. I do use straightening balm as well and now you can buy protection oil and stuff if you use them alot but then Ive always have. The other bonus is that they are cheaper to buy than GHD - but some people will probably say that you shouldnt straighten from wet but any heat styling is bad for your hair - you just have to treat it well!!