MSRP, diferentiation and the illusion of value


I've been an audiophile for a very long time.  I've gotten to listen to a wide variety of gear, and even participated in the creation and manufacture of some audio gear in my past.  Took college courses in audio engineering I was not prepared for, and read quite a bit from the usual audio rags.

I want to share something I think every audiophile should know, which is how manufacturers leverage the suggested retail price (MSRP) as well as product differentiation to create this illusion of value.

A lot of gear sounds different. Cables are good examples. You make a cable which sounds different to a perceptive ear.  It doesn't matter if it's better or worse, but just make it different, and raise the MSRP above other cables costing similar prices to manufacture. Throw on some connector jewelry and exotic fabric to dress them in and bam, your $1 to make cable just became $250.

My point is, too often audiophiles want to equate different sounding with better. If the MSRP is higher, well, that reinforces this idea that this difference must be going towards some illusory holy grail, floating above the tower of nuns. Another factor that benefits the seller is that we almost never ask ourselves how much this difference is worth.  Lets accept that these cables, or speakers or amps are different sounding, and that you have judged that difference as preferable to what you wanted to buy when you started. How many of us step back and ask "is this difference worth the $$$ being asked?" Will it make my life that much better, or am I just bejeweling my sensual pleasures every chance I get?

I'm not begrudging anyone the right to spend money how they please.  I do however think audiophiles who feel like they work hard for their money to stop and think about these natural forces when judging how they will spend it.
erik_squires
Different is not necessarily better. 

If you think it’s better, however, go for it. 

I do believe in things like context and proportionality, and social responsibility, and therefore do begrudge spending disproportionately on audio. 
Well then you act for yourself and save your judgements for those that will listen. I find this type of attitude far more evil than any economic excess. Who the hell are you to judge? Really easy to take other peoples money for social good, at least let those that your policies affect have the freedom to spend as they wish with what you have allowed them to keep. 




Salk Sound uses Satori drivers in some of their models. I heard one at RMAF. Excellent sound. 
Also if the units gets  positive reviews . The dealers all get together and raise the retail price up 25% . That"s why for example Gato does direct sales cuts the price down 45% plus shipping .