The majority who buy Bose view audio equipment as a necessary appliance. These are the same people that buy bland Chevy Impalas and Toyota Camrys because they see a car as nothing more than simply mandatory for their day-to-day, and to quote the culmination of Mark's argument, have other priorities in mind when buying. I don't disagree with you RGA, I think the sheeple could do a lot better than Bose- like the Anthony Gallo spheres, but Bose wins in the marketing department. Yes, I believe it to be a bit deceiving of an audio company to engineer their signature house sound on the basis of resonance (i.e. filling your house with pleasant sound) and call it accurate reproduction. However, if I have to credit Bose for one feature of their manufacturing, it's that their entire line is just about bulletproof reliable and lasts for decades without issues. This keeps 'em coming back.