Reminds me of the prelaunch hype that surrounded the Segway.

How did that turn out?

One thing I will guarantee is that whatever it is, it will cost a small fortune.

They're just lacquers. The only difference that I can sus out is that the lacquer is applied to an aluminum disc vs lacquer all the way through. In other words, it's more of a hybrid than something new.

....personally, I've tired of holding my breath over new audio SOTA.

When it rears its' appearance at somewhere I can go hear it without a major trek to do so....*shrug*

If it wasn't at AXPONA....seems 'hipster hype' is a good guess... ;)