I'm becoming a believer. Mostly. First wash since the Brazilian Blowout and much to my delight, I did notice a difference. My hair retained that silkiness even after shampooing (they tell you to use a sulfate-free shampoo - like theirs; I already have the all-natural WEN, so I used that. I did get talked into the Brazilian Blowout deep conditioning masque, which might have made a difference in styling). Blow drying was a spectacular science project: no frizz! As I live and breathe, I've never seen anything like it. My hair looked like it had been flat-ironed. It hadn't. Now, that is not to say that it came out as good as it did in professional hands. There is no such thing as an automatic blowout - you either have that skill, or you don't. I don't. But given that I usually end up with a kinky, crazy stubborn mess - and that's when I try - this helped. My hair is smoother, more polished. No doubt about it.