It is as good as they say & no one's buying mine! That said, everyones taste is different, several early units were sold to the trade at a discount so they won't lose much, others like trying the "flavor of the month", and at this price level for many who would buy one, cost isn't so much of a consideration whether new or used. I don't think the Ref 10 will be considered an upgrade, but ARC sold many more limited release Ref 40s than they anticipated, they probably felt they had to follow it up with something.
One reason some may not find it their "cup of tea" is that the Ref 40s holographic space presentation wreaks havoc with some processed music that wasn't carefully mixed. I don't find it tubey and I say that having never owned a tube preamp. It may not be the best out there for someone who likes rock music and lives only for leading edge detail, incisive clarity, and pure transient speed.
One reason some may not find it their "cup of tea" is that the Ref 40s holographic space presentation wreaks havoc with some processed music that wasn't carefully mixed. I don't find it tubey and I say that having never owned a tube preamp. It may not be the best out there for someone who likes rock music and lives only for leading edge detail, incisive clarity, and pure transient speed.