So what is so clever about this shower head, well it does not regulate or restrict the water flow

which means it can be used with nearly all showers, (operating between 0.75-5 bar).

It simply sucks in air whilst working and mixes the air with the water inside the shower head, the result of which is 

aerated and voluminous water. You can save up to a third of your water usage without compromising your showering

experience. How clever is that! it also looks great.