I have several Incredibells on my collection of bikes, and they are quite LOUD. I was hoping to add a little bling to one bike due to it having several other components in anodized red hardware. The bell arrived within 4 workdays even though it was free standard shipping (quick processing by Green Canyon). Maybe I got a defective one, but I can barely hear this one from more than 10 feet away. If you really pull back on the thumb striker until it almost feels like it's going to break (maybe needs a better spring?), you get a nearly acceptable ring when you release. 5 stars for the GC Outfitters fast shipping, and 1 star for part performance = 3 starsUPDATE 06-22-13: Haven't had time to update this for a week, but the thumb actuated "dinger" broke off the day after I installed the bell. I wasn't pulling it back that far (have to pull it back pretty far actually to get a ring), and it broke. Again, my incredibells never had that issue. Got to go see if they make those in red. Updated review of Sunlite bell downgraded to 1 star. Can I give it a negative 5 for the cash wasted on it?