We put this in a bedroom and absolutely love it! Looks so much better than a ceiling fan with light hanging down.  The "ionizer" is actually the vent (screen) below that fan that directs the flow.  You can stop it at any point to direct the air to one location (perfect for over the bed directed on us), or allow the airflow to rotate around the room.  You cannot get the constant ceiling fan type flow all over the room at once - either the screen rotates the air, or it is directed to only one location.  This works perfect for us in the bedroom, directing the flow on the bed - sometimes, we can also move the flow away from the bed while still sleeping under the constant hum of the fan.  We put this on a vaulted ceiling and the downrod provided was the perfect length for us.  It's a beautiful alternative to the traditional ceiling fan!