What other reviewers are missing is that, first, the towel is generally warm, altho admittedly, and naturally, warmest at the top and cool at the bottom - laws of physics, heat rises, and so on. Too, the unit has different heat levels, and if there is a power interruption, it resets to off, probably for safety, which seems reasonable. I leave mine on low, and it's fine. I have never tried high.
BUT, and a big but, what it does is make your towels last a lot longer before they go sour, because they are gently dried. So each use I get a warm, dry, crispy-ish fresh towel, not some questionable towel that, in humid weather, maybe didn't quite hack it since the last shower. To me, that's worth every penny, and saves lots of laundry water and energy.