Emotiva Goes Brick and Mortar

i see emotiva's prices are still significantly cheaper than comparable gear from the other "affordable hifi" players (parasound/rotel), though they seem to be moving their product line more towards higher-priced (presumably higher margin) "reference" gear. i'm curious to see if they can retain their momentum with the new model--i've always suspected that their customer base, sorta like hyundai's, is highly cost-driven

Who do they think they are, Bose?

They tried the retail model with Sherbourn and failed miserably. Saying prices will not go up means they've probably been getting far bigger margins than they let on with the ID model. These amps must cost 20% or so of their sticker price if there's room for a retail chain. An XPA-2 costs $899 at present. What does it cost them to manufacture that amp, $150-180?

I never liked Emotiva's bright house sound, but I simply don't want an amp whose parts are so cheaply made. My Parasound Halo has better quality parts, looks, and sound. There is no free lunch.

Also I concur with the above comment that they've been raising prices leading up to this move. I think there have been at least 2 price increases in the last 3 years.