It is funny, when I started reading this thread I was thinking that the best way to market these would be to create a sub-brand because Sony although probably one of the very most recognized brands is not known for high-end audio. I would find/create an eccentric engineer at Sony and come up with a story of how he had been secretly working on this design for years and then they caught him or he unveiled his creation on the executives and they were stunned at how amazing it was and they all had to have it in their own houses, so they decided to release it to the public.
Here is the result of his secret labor of love and genius - I present to you the Sony "Arinori"!
Here is the result of his secret labor of love and genius - I present to you the Sony "Arinori"!