"Brand New"...I don't think so

I think Swanny has it right for many of the items like this. In past jobs I've managed dealer networks, and one of the ways that dealers got around my MAP (minimum advertised pricing) was selling new equipment as "open box". I've also bought a PS Audio PowerPlant from a dealer via Audiogon that was clearly sold this way.

On the other hand, I'm sure that there are those who have bought equipment, hated it, and tried to dump it as "new" after a few weeks or months.... as always, Caveat Emptor.

You are exactly right. I don't open boxes to take pictures of items I sell, or open them for inspection. If it's out of the box, I don't ever consider it "new". It could still be a "10", but not new. I'm a pretty trusting guy, but, I simply don't believe those two explanations.

You are absolutely correct!

Audiogon standards state quite clearly: "When an item's condition is called "NEW", it must be a factory sealed box, and the seller should declare what if any warranty will be provided by the manufacturer. Some manufacturers will honor warranties only if purchased from an "authorized" dealer. Other manufacturers may offer warranty to the original owner only, even if that original owner never opened the box. Thus, any item rated as NEW should be accompanied by a warranty statement within the description of the listing. Otherwise, prospective buyers should ask the seller about the warranty - do not make any assumptions other than a factory sealed box. If an item has been opened for inspection or any other reason, it should NOT be rated "New"."

So apparently, some people just can't read! When I see an ad such as you've described, I disregard it and move on.

I always wondered what the difference is between "new" and "brand new."

It could be the topic of a Seinfeld episode.

As oppposed to totally new etc. It trouble me when an item has been tried out by the original buyer who doesn't care for it and then reselling it as new. I wouldn't have an issue with "As New" but some people seem to need to push the linits. No matter how new it looks fells etc. when it's not it is not new period end of story. Thanks for letting me vent. The upside is that you already know the seller isn't completely honest and that it is best to stav away.