The Curly Flex Roller, developed by a professional painter, is an ergonomic design that allows increased productivity with less work. The forward angle brings pressure to the front of the roller with less effort. This pressure advantage allows better control due to a more balanced force spread across the width of the roller. The curl flexes slightly as it absorbs the bumps, inducing more consistent contact with the surface being rolled. Some advantages: Rolling without an extension pole requires very little wrist strength. Very little leverage is required when rolling with an extension pole, regardless of its length. Rolling vertical surfaces in tight spaces allows pressure to be applied evenly in spaces as close as body width. (888) 670-6665