Most overrated audio manufacturers?

another: Krell

I have heard Zu, Wilson, and a bank of speakers from Focal and each of these manufacturers are what I call 0.5 to 0.33 brands. That is, they are mid-level competitive against competitors at 1/2 to 1/3 their cost. So... a 4K Focal speaker tends to compete well against $1500 - $2000 speakers but is way over-priced . These three brands are very overrated.

Any time I read and advertisement or read about a product that starts with the word" Reference" I know it is bull%$##@

What about if the word Reference is something other than the first? Is it still BS, or is it credible?

I would have preferred a more focused question of which manufacturers over-promise and under-deliver, and cite at least two instances of this occuring.