To be honest I was sure it was a gimmick but I had to drill through hard porcelain stoneware and it ate three standard masonry bits and I had to put those things to the test. I did about two holes before having to change bits with standards and it took about 10-15 minutes per hole. I used these little monsters and they chewed through the tile in about a minute and I got six holes per bit. Definitely use water as it's caustic as it all comes out, but it makes clean holes quickly and far outlasts standard masonry bits in terms of durability. I'm pretty sure I used Bosch bits before these guys. I've ordered 6 more sets to have on hand because I can never go back to old school design!