Don't give this knockoff the brush-off.

Well, Sonicare, you’ve had a pretty sweet ride these last few years. And we’re sure you’ll stay top of the high-end toothbrush heap for a while yet. But now you’re suffering the fate of all innovative gadgets: the knockoffs are circling. And while the gap in quality between you and them gets smaller, the gap in price looms larger all the time.

Take this sonic knockoff by Pursonic, whoever that is. Brand? Negligible. Innovation? Nonexistent. Features? Mere mimicry of yours: 30,000 strokes per minute and a UV brush-head sanitizer.

Price? Now that is the one aspect of this that’s nothing like you, Sonicare.

And that’s before we even calculate the value of the 12 extra brush heads included with the Pursonic S450. Sonicare owners know that the high price of the base unit is only the beginning: the real gouging, squeezing, nipple-twisting expense comes from the replacement brushes.

This Pursonic just gives you enough brush heads to last three years, even if you’re diligent and change your brushes as often as the dentists recommend. You could buy two or three just for the extra brushes and you’d still come out way ahead.

Sonicare has the reputation, the brand equity, all the first-mover advantages that are its due for changing the way people brush their teeth. Hooray. The Pursonic merely has identical features plus a dozen extra brushes for a much lower price. The question is, does brand equity get your teeth any cleaner?