We've been living with the 10 in. air multiplier for over a year now, and far from becoming an overpriced extravagance, it is a beautiful, hard working element of our office. We now have three and run them daily. Do they cost more than a regular fan? Yes, but these have four distinct advantages: 1. they are much quieter 2. they are pretty to look at 3. they are easy to clean and 4. there are no blades for Ursula to stick her fingers in (she's tried). I'm a total convert. Score one more for Dyson.