As a hairstylist this is pretty accurate. I've seen a few comments on this post saying that bleaching or lightening your hair once isn't going to do this type of damage. That is incorrect. There is so much that goes into consideration during the lightening process such as, starting level of the hair (level 1 being black, level 10 being light blonde). Most bleaches can only lift 5-7 levels at one time. This is where developers come in. Most bleaches are powder and developer is added to create a creamy liquid comparable to the texture of conditioner. The developer is what oxidizes your bleach and ultimately determines the power at which your bleach will lift. There is 10 volume developers, 20, 30 and 40 volume. 10 develops the slowest, whereas 40 develops the fastest. There is much more science that goes into choosing a developer than this however. Ive seen some not so smart stylists put bleach on a first time client with 40 volume (which most stylists would never go beyond 30 volume in most cases). The clients hair literally turns to liquid. The hair strand becomes almost rubber band like, almost like pulling a laffy taffy. It is the most disturbing and unfixable mistake a stylist can make. Now companies like Redken and Olaplex are making bleach additives that actually restore the hair while its processing so the hair feels better after bleaching. Also, stylists use the term "lightener" instead of "bleach", sounds less harsh.