Mr Dyson is it at again with his revolutionary products. What you're seeing here is heater which can't burn you. The heater projects heat a lot further than most heaters but at the same time keeping the heat. Mr Dyson claims it can heat a whole room faster than nearly all consumer heaters. It works on the same technology as the Dyson Table Fan where there are no blades pushing the air. If you want one you will need to cough up $399.99. Shame it isn't cheaper than most heaters then.