When they say "professional". First, this reflector is huge. I measured before ordering and thought it would be nice to have a large reflector. I'm on a tight budget and can't afford to buy all the light modifiers in the world. However, the whole thing is almost as tall as me; You are not fully aware until it is revealed to you. A higher quality stand than I expected. Looking at the photos I was concerned that the quality would resemble that of a flimsy folding music stand. Not so. While it's certainly not the most beautiful roller coaster in the world, it should have many good uses. My only complaint is that the head isn't detachable, so you can't use it as an external flash stand in a pinch. I consider this a serious design flaw, especially for the price. As I said, the reflector itself is huge. GIGANTIC. The quality of the panels is good. This is a system where you have a diffuser with a 4-way zip cap, each additional color. This is not a set of 5 independent light modifiers. The metal ring that keeps the diffuser in shape is STRONG. And I mean strong. If any of you have foldable windshield reflectors for your car (a great way to save money, btw), you know how difficult it can be to get them to fold. Now increase this principle and increase the resistance SIGNIFICANTLY more and make the reflector almost as tall as you, you can run into problems immediately. To be honest, it's difficult to close and there are no instructions on the easiest way to do it. It requires some muscle and I'm not kidding. So if you get this and plan on taking it to the site, BE SURE TO PRACTICE OPENING AND CLOSING YOUR HOUSE! If it opens make sure you have space as it will open with a lot of force and could knock things over. Also, you don't want to end up in place and not be able to fold it back in front of the customer. Based on the above and the relatively significant weight, I'd say it's much better suited for studio use. It's certainly great for outings (though heavy), but you might not want to lug it around and fiddle with it. I have a feeling I'll leave it open-ended rather than trying to mess with it. However, if you're looking for a HUGE diffuser, this is a great option. It's professional quality but has the weight to match. UPDATE 4/12/13 Unfortunately I rarely used this article. I've only taken it out a few times. That being said, the massive size is great. Larger reflectors mean softer light (though more difficult to manage). I would almost always prefer a larger reflector to a smaller one. However, in my limited use (literally 10 times unboxing) the rivets holding the frame together broke and I now have a huge reflector that was no longer taught I couldn't fold it. As a result, the severed ends are now cutting through the black bezel holding the silkscreen (the center piece, not the four-sided cover). I'm afraid the warranty has expired, although it has been used VERY lightly and correctly. Now I don't have a fairly expensive reflector. The frame really needs to be welded because of the folding. This twisting just puts too much stress on the two (very thin) rivets. I subsequently downgraded my rating to two stars because it's a nice strong reflector and a good stand too. However, it just isn't durable, and unless you're a semi-pro or a pro, you can't count on this reflector.