I do not have to defend the use of the hot iron brand...but I will explain it's importance. It is an excellent nearly tamper proof, permanent mark on all colors of cattle that displays ownership whether one is up close or from a distance. It is necessary in big range country and has proven useful to keep people "honest". Yes it does hurt for awhile. But surprisingly little. I know...I have the mark on my arm from a branding iron. The best iron is a very hot iron.