Nordost users....time to upgrade!

Some products are made for marketing to catch attention. Clearly they got yours.

Also there are more people than you think globally that are financially at a point where money is no longer thought of as a limited resource. Once you hit $20M whats 200k? Going out in the evening and spending $5k on nice wine, its like a $100 meal for you or me.

tom2015-

Nordost certainly didn't catch my attention at MSRP.  Even the "regular" lineup is priced  more than I would ever pay.

"Also there are more people than you think globally that are financially at a point where money is no longer thought of as a limited resource."
Clearly, this stuff is for those who can afford it.

Gold is less conductive than silver, essentially just good for corrosion resistance. Perhaps Nordost also determined it has a desired sound signature? I can't see what the performance gain would be with this move.

Likely, it just to get market share from the .1% percent or whatever it is that will buy it.

Whatever it is, there will be buyers. I live in SoCal, minutes  away from areas that do have those kind of consumers.

" The retail price is $54,999.99 for a 1.5 meter length "
Let me grab my wallet, just take my hard earned money.

I guess the place where the rollout occurred says a lot.
But in my opinion, gold plated cable is really nothing more than a marketing gimmick. I have a few friends who went with Odin and Odin 2, opened their wallet wide and now regret it. Not that the Odin line is bad, as the SQ is top level, BUT here's the thing...there are cables available that can compete with it for a fraction of the price! These guys realized this and would not buy into the hype and 'upgadeitis' again. 
Not to say that Nordost won't sell a bunch of this gold Odin into their target market, they will...due to what tom2015 pointed out. However, to the more sophisticated and experienced hobbyist...I'm not so sure.