It seems that Audio Aero's popularity and reputation have been spread mostly by word-of-mouth. Dealers seem to have found them at the shows like the CES and Stereophile HE Show etc. Even other really prestigious companies that don't make CD players themselves use the Audio Aero Capitole as their reference player at the shows. (They must have heard something they liked) I was at a show once, and I saw the Capitole in at least four rooms other than Audio Aero's own rooms.
I've seen their ads at Soundstage, and I saw a Canadian magazine at Barnes & Noble one day that they advertise in. You can't read a CES show report at Soundstage, Enjoy the Music.com or Stereo Times without reading about Audio Aero.
I've heard also that they're slow in getting product out, but they are a lot smaller than Sony!!! My buddy had to wait a long time for his, but he said that it was definitely worth the wait. (and it works perfectly)