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Topic: Why is the general public so enamored with BOSE?
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Dave Macaulay
Film God

Posts: 2321
From: Toronto, Canada
Registered: Apr 2001
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posted 01-17-2008 02:27 PM
Bose does an amazing job of selling snake oil. Their marketing budget must be orders of magnitude higher than their engineering budget. There was a recent study that compared wines, the subjects were only told the "price" of each bottle. The wines labelled more expensive were always rated better, even when the same wine was in all bottles or expensive wine was marked cheaper than plonk. People who bought Bose stuff routinely believe Bose sounds better than anything else even when the difference is demonstrated. Bose pays chain stores for space to install Bose listening rooms where only Bose speakers are demonstrated, and provides higher markups to encourage sales. The 901 is a famous example of selling hype. They sound like crap, and using cheap small speakers in a cheap cabinet they cost very little to make. The control box is just a simple equalizer to take out the midrange peak where the tiny speakers excel and remove low frequencies that would shoot the little cones into the wall. Trademarking "direct/reflecting" was brilliant... unless you're in an anechoic chamber this is how every speaker works. SO they have $20.00 speakers and a $2.00 control box and they sell them for $500.00. Pretty sweet profit to finance the marketing campaign. Every magazine with a 18-35 male readership had a Bose ad in every issue in the 70's. I had several acquaintances who bought these things. Most had "ampzilla" powering them, it did make a good room heater. One guy remodelled his living room into a bright front/dead rear acoustic space to try and get some imaging out of them, this was the best sounding 601s I have heard... inspect that Bose listening room at Future Crap and you'll see what he tried to do. Anyway, in a world where prople spend $1,000.00 for a 6 foot AC cord for their DVD player, and believe it sounds better than the OEM cord (especially after "seasoning" and if supported off the floor by Brazilian ironwood cord stands...) Bose isn't much of a snake oil salesman after all. Have a look at http://www.machinadynamica.com/index.html for the king of snake oil... I'm not really sure if this site is a joke mocking the golden ear audiophiles but if he actually sells any of this nonsense then he's a pretty smart operator! No product there is more ridiculous than the teleportation tweak room tune-up phone call, but they are all pretty funny.
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