i think they do expect it to prevent heat damage. i definitely did. i was so afraid of heat damage that i put A LOT of heat protectant (the chi 44 iron guard) on my hair. this product is a bit sticky but i didn't care and just kept spraying. i cared more about the supposed protection it would bring. in the end, i still had ends that wouldn't revert and i cowash everyday so it should've happened by now. i just cut them off (the ones i could see-idk how the back of my hair looks lol oops). i'm guessing that technique is just as important because i've never had a hair stylist use heat protectant but my hair still reverts. it's when i do it that my hair gets damaged.