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Who says cables don't make a difference?

Funny, after all these years, people still say things like "you wasted all that money on cables". 
There are still those who believe cables don't make a difference.
I once did marketing for a cable line I consider to be about the best-Stealth Audio Cables. 
One CES, I walked the rooms with the designer/owner, Serguei Timachev. He carried a pair of his then new Indra interconnects. Going from room to room he asked the room runners to replace their source to preamp IC with the Indra. There was not one that was not completely flabbergasted and said that the Indras blew away what they were using. That was the skyrocketing of Indra and Stealth. The Indra became one of the best reviewed cables ever.
Serguei now makes the Sakra-an IC that blows away the Indra!
I don't understand why some still do not value cables as much as I.
mglik
mahgister's avatar
mahgister
13,209 posts
 
You can return any cable from any company immediately after one hour listening if you are not glad with them...Money back... Then the burn-in advice will not save you much returns....

Altough your explanation seem rational in marketing term, the trouble of all this process is pain in the ass even for Morrow....And it is not the majority of companies out there that advise us to let the cable burn in....It is only a few....

Think about all the troubles associated with this "useless" process only to bet that a few customers will not ask for the money after 200 hundred hours of unsatisfaction?

I cannot think that Morrow lied to all customers for a few bucks, i think that he love cables, make it a business, is proud of his cables and listen to all kind of cables to compare with his own....The more probable way to explain this burn-in clause, is to think that he experiment it himself at beginning....Like me when i purchase one at my own surprize....

 Which customer will not ask for his money back for a cable he dont like, after 200 hours of listening , if he was paid many hundred dollars, even thousand dollars ?





glupson
7,842 posts
 

mahgister,

I am not sure why he does it, but delaying the possibility of return does make it less convenient and less likely to happen.


Any manufacturer has to find something to make her/his products stand out from the crowd. Cable burn-in may be one of those things. It may be a trouble to do it, but it is a part of the business.


It takes a lots of people at Coca-Cola to arrange for billboards, TV ads, etc. to make you feel connected to those smiling people drinking their Coca-Cola. It is a trouble, but they have been doing it for decades with one goal. To sell Coca-Cola.


It does help if manufacturer believes in what she/he sells so she/he may be more honestly enthusiastic about the product. If it were not about burn-in, what else would we be talking when mentioning Morrow cables? You see, even in these few posts, the hype and talk is about the burn-in. The story. The selling point.

djones51
4,947 posts
 
Aside from a basic business approach and the well know phenomenon there is always a certain percentage that never return anything the 200 hour or however many hour break in  gives the customer time to get used to the product. I had a speaker manufacturer tell me it took a couple hundred hours break in, for me not the speakers they would be optimal when I got them since they test them all before shipping. 
glupson
7,842 posts
 

mahgister,


"Which customer will not ask for his money back for a cable he dont like, after 200 hours of listening , if he was paid many hundred dollars, even thousand dollars ?"

Not exactly cables (I do not put much value on them), but I have not returned some things I did not like, regardless of cost. It would not have been worth my time, effort, energy, whatever, at that time.



mahgister's avatar
mahgister
13,209 posts
 
" Renounce or die "-Pope inquisitor

I renounce..... :)


By the way his cables are not sold for peanuts..... :)
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