PS audio new 25K dac and the psychological effect of owning a company's best.

Forgive a company for going all out once in a while on a statement product. You all should probably hear it before judging. It will either be way better than the DSD dac or it won’t, but if it is, there will be a market.

The company is free to make and sell whatever they want.  However, when a company that has had a long standing history of occupying a certain tier of a a product market suddenly lurches and starts going after a much different market sector, it is interesting to speculate as to why.  Especially when that company has been reaching out to consumers with videos and product forums like PSAudio, the effect of which creates a type of family atmosphere.  Now the family members feel like the teenage children of a marriage where dad has dumped mom for a flashy new girlfriend and wants the kids to acquiesce to him blowing their college money to get her a new Ferrari .
  I remember a John Atkinson column during the crash a decade ago.  In it he basically argued that the gap between the very rich and everyone else was going to widen.  He recommended a survival strategy where we all figure out ways to make a living servicing the one percenters
.  I suspect PSAudio is tired of being seen as a value company that the hoi poloi frequent, but that can safely be dismissed by the “big spenders” (“Good looking, so refined, the minute you walked in the joint I could tell you were mine…”).
First they dumped their dealer network.  Now they are chasing the stratospheric pricing market.  Do some of these moves show a hint of desperation?  Or are they just being diligent and exploring all possible markets?  I would love it if the next PSAUDIO video features the CFO going over the company balance sheet.

Any pricing or timeline on this is strictly conjecture.  PS Audio has purposefully been mum on this as parts shortages and other factors make it even unknown to Paul McGowan.  Personally, I doubt we will even see it before 2023. 

@raysmtb1. They are not hurting for cash.  They are sound enough financially to be able to build their own state of the art recording studio in a huge building they are totally renovating. 

In reading this post and the responses it garnered it brings to mind a question I've had for a while. What metrics can a buyer look at for DAC purchases? What makes a 25k DAC better than 10K better than a 3k better than a 1k DAC? With other products such as speakers or amps we can look at measurements or build or a variety of factors to justify or dismiss the cost of a product. What can the purchaser look to to say "this makes it worth this" ?