I bought this recently to replace a Cuisanart blender that broke. This Kitchenaid blender is so much more powerful and better constructed. Yes, as others have stated in reviews, it is loud but not as loud as the Cuisanart model I had. This Kitchenaid model is beautiful on my counter, easy to use and I can't wait to explore all the creative cooking opportunities it offers. I primarily bought this to make my morning smoothies but a waste not to go further.