I have had this flatiron for about 2 months now and it is miles ahead of the Chi flatiron. I have thick coarse curly long hair and this flatiron can straighten my hair in less than 10 minutes - very very pleased with it. IT heats up to 450 degrees in a matter of just a few seconds. I don't have to wait around for it to heat up. The heat setting is digital - the on and off button is easy to use and a light shows that it is "on". The Chi breaks so easily - I think between me and my two teenage daughters, we have purchased 5 Chi's in the past - all of them broke - either one of the two metal plate sides would stop heating up, or the electrical cord swivel piece would have problems keeping the current flowing to keep the heating elements hot. This flatiron does not have those problems. My two girls both tried this new flatiron last time they were home from college and LOVED it also. They both have thick long hair, as well. I ordered 2 additional Turbo Croc flatirons for my 2 girls for Christmas. I would definitely recommend this flatiron over a Chi any day.