But what is also a no brainer is that this is an entertainment industry and that the equipment tested is purchased just as much for its aesthetic value as for its performance. People buy what they like, and sound quality is obviously important but so is looks. I guess that doesn't really address the psychology of the test and whether there is validity in it or not. Still, it just doesn't matter to me. If you want an unbiased answer, do a blind test. To me, the people that argue about this are wasting their time.