Well, it didn't quite reach the bladder in my case (I am 7.5 inches, so my urethral length is definitely longer). It is just barely shy of the 10mm size, which means it fits me tight. With the plug and hollow design, I can wear all day long and drain myself without having to worry about leaks. The ribs do give extra stimulation during insertion as well as during masturbation and even coitus (when used with a condom of course). Since it isn't long enough to reach my bladder, it makes it easy for me to ejaculate when the plug is removed. Otherwise, it stays put.pros: 10mm head, ribbed shaft, tight fitting plug allows drainage.cons: just a little hard to start with the big head, not long enough to reach bladder, not easy to replug by touch (consequence of being blind).As with all such devices, proper precautions are required. sterilize in either alcohol or boiling water, use only surgical grade lube, handle with sterile surgical gloves and always use a condom when masturbating with a sex toy or during coitus (prevents loss of plug and reduces risk of infection). If you feel pain during insertion, STOP Immediately! I cannot stress this enough.