James Dyson has famously streamlined all kinds of air-centric appliances, most notably vacuums and fans. Now he has set his sights on the hair dryer. Unlike traditional models, which Dyson dismisses as “noisy, heavy and not that fast,” the Supersonic does its job with remarkable efficiency. It’s quiet, thanks to a tiny, jet-engine-like motor that reaches 110,000 revolutions per minute (making it ultrasonic and therefore inaudible to the human ear). It’s fast, thanks to a design that multiplies air flow. And it’s consistently gentle, thanks to a sensor mechanism that keeps hot blown air at one of three exact degree settings. This is hair drying as Dyson thinks it should be, even if it comes at a cost. “We never design down to a price,” he says.