Dyson unveils the Air Multiplier, the world’s first bladeless fan. Available in 10-inch ($300) or 12-inch ($330) models, this gadget “has no blades, but instead uses a unique technology to multiply air, expelling 119 gallons of smooth and uninterrupted air every second.

The benefits of this tech are that there are no nasty blades to get fingers caught up in, but also that there’s no “buffeting” — that on-off gush of air caused by fan blades unceremoniously chopping up the air into inelegant segments.

We can’t fault Dyson for chutzpah. After putting the company’s spin on vacuum cleaners and then hand dryers, we probably should’ve guessed that a revolution in table fan engineering was next up. When we first saw an image of the Dyson Air Multiplier “bladeless fan” a few spurious theories popped into our heads as to how it works, but it didn’t take long to figure it out: it has blades in it.

It’s just that these blades are inside the lower canister, rather similar to, dare we say it, how a vacuum cleaner is set up, with the air then routed through the ring up top.

The benefits of this tech are that there are no nasty blades to get fingers caught up in, but also that there’s no “buffeting” — that on-off gush of air caused by fan blades unceremoniously chopping up the air into inelegant segments. Unfortunately, the downside of the Dyson method is that you can’t make Darth Vader voices through the backside of the fan, and the whole assembly is closer in noise pollution to that of an actual vacuum cleaner than a regular table fan.

And then there’s the matter of price: $300 for the 10-inch model, $330 for the 12-inch, and neither of them offer nearly as much wind as a regular fan this size — quite a steep entry fee for the gentle breezes that emanate out of this plastic wind tunnel. Full PR is after the break.