How cam Morrow Audio keep offering 45%-65% discounts for trade-ups?

I have some Morrow cables and they sound fine, but it still mystifies me that they’re described as "solid core" when their cables (using seemingly the same wire for IC and speaker cables) run from 8 to 288 ("SSI" somehow coated with something) tiny wires for ICs, and 64 to 2,304 (!) tiny "solid core" wires for speaker cable. I talked to Mike Morrow on the phone once and he said each tiny wire is coated to keep it from interacting with the other "solid core" wires in the cable. Uh huh. A 2,304 strand "solid core" cable...go figure.

@wolf_garcia 

I’m no kind of expert, but as far as I’m concerned that is stranded wire.

Nothing mysterious going on here...

Morrow could offer the exact "discount" without the taking the trade in and STILL make the same profit.

Purely a marketing thing.

At the retailer end-I've seen a dealer list, cable markup is HUGE.

End of the day, they have bunch of used junk(but still functional) which can then be resold for extra profit.

Win for the manufacturer.

Because they are hifi good samaritans and care nothing about a business making a profit?

Ahhh yes Morrow Audio the same guys that were trying to sell Percy Faith LPs at RMAF several years ago for $12…..ya can’t make this stuff up…..👌👌