You don't look at the mantlepiece when you're poking the fire. It's not about how cosmetically nice it looks but how well it performs.
I know it is a made up Ionics jobbie. It's very simplistic to understand, no matter how confusing it may initially appear to the human eyes. All wfp systems work along the same principles except some are built better and costs more.
I use a safe contractor 650 jobbie which I bought from Varitech with an Omnipole retro hot water unit attached. It performs just as well as an Ionics system at a fraction of Ionics price.
Where I prefer to spend my money is on decent quality poles and brushes where I can see the benefits from window cleaning.