Dyson’s highly-anticipated new hair tool, the Dyson Corrale hair straightener, launches today (June 10). And its price tag? A cool $699. It’s worth many plates of chicken rice, but buying something from the buzzy British brand is akin to getting a supercar: you’re paying for the technology, the design, and the sheer pleasure and prestige of using it. Just like marvelling at a new sports car model, we can’t help but feel at least intrigued whenever we hear of a new Dyson product dropping.

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