Of Cables and Magicians
We sat in on one of Monster Cable's demonstrations and were amazed at how many nodding heads and sounds of awe we heard from the crowd. It was like being transported back into the 1800s where an ignorant crowd of bystanders were duped into a state of euphoria by little Jimmy casting away his crutches after drinking some miracle remedy provided by the selfless snakeoil salesman. While the Monster Cable demo seemed to be accurate in its results - it was deceptive in its set up and application. Here's a rough paraphrase of how the presentation went:
Monster Cable: Gather 'round folks, let's see how Monster Cable products stack up against that "other" speaker cable brand.
Crowd: mild interest and curiosity
Monster Cable: By the way, we have some free tickets to go see Stevie Wonder.
Crowd: Woo-hoo! Show me your magic, oh Monster Cable!
Monster Cable: Here you will see a light bulb. We are sending 12VDC voltage down the typical speaker cable you see installed in many homes. Notice how dim the bulb is.
Monster Cable: Now BEHOLD as we send the same 12VDC voltage down one of our Monster Cable brand speaker cables! The light bulb gets brighter.
Monster Cable: So you see, Monster Cable passes signal better. Just as the lightbulb got brighter, your speakers will sound equally better, with more accurate music production, greater overall clarity and maximum bass response as they pass more signal correctly from the amplifier to the speakers.
Crowd: Claps, cheers, begging for t-shirts...
Behind the Scenes: What no one in the audience knew, aside from the fact that Monster Cable had tickets to Stevie Wonder, was that this was simply a comparison of speaker wire gauge, not the brands. Monster was comparing hundreds of feet of what appeared to be 18 or 24 gauge speaker wire against their 12 gauge wire. While this is certainly a neat test, it says nothing about the Monster brand. Do they have the right to do a test like this? Absolutely. Is it good marketing? Absolutely. Does it really say anythng about Monster Cables specifically versus other brands? Absolutely not. A true demo would have been to take Monster Cable's 12 gauge brand versus another 12 gauge brand. The problem is they would have had to have used an LCR tester, as the lightbulb test would not have shown any visible difference. LCR measurements aren't as neat as light bulbs, so while we congratulate the marketing people, we also want to warn consumers and professionals that they should be careful to note the details when anyone is doing a presentation.
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01-16-2006, 22:12 #1
Monster Cable på CES 2006; kabeldemo
01-16-2006, 23:52 #2
Hmm... på grensen til svindel spør du meg...
01-17-2006, 00:24 #3
Om jeg hadde gått på "ett triks" som dette (som forøvrig aldri hadde skjedd), hadde jeg vært rimelig irritert om jeg hadde hørt dette i etterkant. Enig med Soundfre@k, dette er på grensen til svindel. Forøvrig er det nok ikke lett å påvise videre forskjeller på høyttalerkabler.
01-17-2006, 04:11 #4
Enda en grunn til at jeg ikke gidder ha monster cable-produkter i mitt anlegg.
01-17-2006, 06:22 #5