You know when you are dealing with a BS company....

I googled for the measuring instrument for they use to measure and verify their claim. Maybe they just should also be offering them from my line of products:

1) digital soundstage meter, accurate to 0.01% (metric)

2) digistal resolution analyzer with large 3 digit display

3) realism gauge with build in digital reverser

4) musical represention decoder and converter

5) analog musical presentation arrayer with integrated analyser, swiss made

6) impact meter (Japan) measures in metric KJ and Btu.

If my current soundstage is 2.3 meter wide, and I go up TWO levels with their cable, that's 30-40% improvement. That would make my sound stage now at least 2.99 meter. What if my room is only 2.89 meter wide? 

tomaswv et al: I am NOT arguing or questioning the quality of the product.

But this (and similar examples) just shows how STUPID American consumers are (otherwise marketing departments, advertising companies, political parties, interest groups would NOT do it). We have ENTIRELY lost our ability to turn our brain on when reading, seeing or hearing.

The shear amount of BS that we are fed on a daily basis (bad) and SWALLOW without PUKING (WORSE) is mind-boggling.

I will now take the pill that makes me 16% happier, and drink my special java that lowers the bad vibes by 8% (one cup) or 12% (two cups). 

mceljp: "The % improvements are just approximations with the intent of giving customers an idea for what to expect."

==> That IS the problem. How can a serious company make such a statement? 

PERCENT OF WHAT !!!!

If they would write "itsibitsy improvement", I could tolerate.

Or "Our cables sound somewhat better than (what?)". "If you use more of our cables, the sound will improve somewhat more". 

"Our cables give your sound systems WINGS". 

thecarpathian think about it: 15% improve of WHAT? How do you DOCUMENT the improvement? How do you MEASURE the improvement. What UNITS are used to measure? What INSTRUMENT or TOOL is used to measure. 

In Kindergarden, they may tolerate "this sound yummi, but this cable sound more yummi" (and that would even be a hard to dispruve statement), and saying this calbe sound "15-2-% more yummi" is BS. And companies who public BS are BS Companies. Which in turn makes ME at least think about how BSy such companies' products are. Unless of course I can buy the product by paying with an amount  "15-20% more than a lot" in an undisclosed currency. 

Again, its NOT the product. 

Judging by the response to my 'this grinds my gears', it is not even the absoute NONSENSE companies put in their ads for their TECHNICAL product (this is not chocolote we are talking about; but I heard that Lindts is 15% more chocolatey than Hershey as measurd on the 'this is good' scale), but that we the people are TAKING this BS without reporting such ads/companies to the centeral INTELLIGENCE agency. 

leorousseau "I can now say that I have a better sounding rig than the high end audio shop that my journey started at about 35 years ago!":

Is your system now 12% or 16% better? The Morrow ad guys will be able to tell you if you are curious enough. 

Fellow posters: AGAIN, THIS IS NOT ABOUT THE PRODUCT !!!! 

It is about BS published by a 'technical' company. 

Not even the ED guys on TV claim it 'makes it 15-20% harder'. 

leorousseau 

Monster Cable: I just tested mine, and it improved the realism of my sound by 28.3%! Tomorrow, I will test musical presention and report back.

(""You can expect a 15% to 20% improvement in sound for each level as you move up the line. The improvements are in soundstage, resolution, realism, musical presentation, impact")

mastering93: "

How do you figure out "spacial divergence?"

How do you figure out your *quoted* percentage of a 12%-16% improvement?"

Don't ask me. Ask the companies that write such and similar nonsense in their ads. 

THAT IS THE (ONLY) POINT OF THE ORIGINAL POST (supposedly serious companies selling supposedly serious technical products using utter nonsense claims). 

Aside from the fact that this post was NOT meant to open a wire discussion (or even a discussion about the quality of the brand that puts mega BS in their ads), rather complaining about mega BS plastered in ads by supposedly serious companies selling technical products:

mastering92 as long as your 'mil spec' cables/wires give you at least 12-16% improvement in spacial divergence, you can sell them for 40% more. I still need to find a suitable cable for my small office, a cable that decreases the roominess by 18% so the sound fits into my space. I already ordered the soundstage tape measure from Morrow to also measure the width of the soundstage (may need to address that too and cant use Morrow cables since theirs' INCREASE the soundstage by 15-20% each and won't fit in my office). 

I am sure there a LOTS of similar examples out there for marketing that promises "15% increase in happiness" for your dollars. 

And that is dumb enough. 

But making quantitive statements about non measurable for a technical product is pretty bad. 

The WORST: the level of dumbness of American consumers (even for technical products) has reached a historic high (I present as proof the number of posters here that have not even recognized the nuttiness of the given example ad). THAT IS SCARY.

I am 15% sadder r (measured with metric digital happy meter) after reading most of the comments, since 80% don't even recognize when they confronted with BS. 

It is also confirmed that US audio equipment consumers are 12.8% dumber (measured on the thick as a brick scale in SI units) as initially expected. 

yup.