At first, I thought this filter was overpriced because so many look exactly the same online for half the price. I even asked their customer care about it — they explained this one uses something called MSAP, which actually helps reduce hard water effects, while most of the cheap ones just have colorful beads that look fancy but do nothing. After using it for a few weeks, I can genuinely feel the difference — softer water, less hair fall, and my skin feels much better. Now I get why it costs a bit more. I will definitely recommend you to buy this instead of the so many cheaper options. I belive this one and waterscience are the only genuine brands you should buy from