I bought this a while ago, but only tried it out for real today. Chalie had been to hydro, and as usual I still had a damp dog when I got home, despite best efforts with towels and the dryers at the hydro place. It took 5 minutes with the ATOM to get him completely dry - this is not 5mins from sopping wet, it's 5 mins from "still too damp to go to bed". It is better than the pet groomers provided at the hydro place. It has more power and an adjustable heat setting. It was particularly good at blasting/drying the very thick fur around his neck and on his back - it sort of blasts the water out, rather than evaporates it (so care needed if using it inside if the dog is still a bit muddy, you'd get a lovely splatter pattern on the kitchen cabinets ;D ). As I mentioned in earlier posts, you need to take your time getting a dog used to the noise and powerful blasts of air from this, but Charlie is completely fine with it, although can still get a little silly when having him tummy dried! ;D I reckon it would be a good 15 minutes effort with the dryer to get just a towel dried labrador completely dry though. The only thing is that because the heat setting is completely adjustable, it would be possible to set it too hot - these dryers are marketed both as pet groomers and motor cycle dryers! I guess motor bikes can take a higher heat setting. It wasn't cheap at all, but now I've tried the normal pet dryers and this one both on the same day, I'd go for this one.