It's about controlling the message. When ever did any of these companies allow a product launch to kick-off with a YT review consisting of a cover image of ugly hand-drawn faces? With follow up text more about the reviewers' audio philosophy that all other headphones suck except for vintage Grados than about the actual product being reviewed.
Or having weirdo fanbois spout stuff that the product doesn't, won't sound better with better gear, or attack successful SBAF programs (loaners)? I can't conceive of a better way to lose credibility, to alienate an audience, to doom a product, to kill a brand.
This is why many companies have extensive information on their website at or before launch or posted somewhere else (ahem...Schiit) about the new product and have strict embargos on when reviews can be posted and even ask to see the review before posting to give a chance to respond. And well chosen reviewers that align with your brand (and you know work well with others.)
ETA are smart, they are just young and new. They will learn these lessons. I have learned a lot in transitioning from hobbyist to MOT and how to respond and what my place is in this hobby now. I'm still learning. It's really a fine line, what you can do and can't, it's hard to not just "be yourself" anymore and I think ETA just weren't in the MOT mindset for this one. But they'll figure it out.
When you become an MOT, the audio world is not really your community anymore, its' your customer base. This is a big loss in many ways, as I really enjoy this community. I'm trying to find ways to continue to make it my community but again, it's a fine line and complicated to walk it.
I do appreciate that ETA do not argue against negative impressions. Ive always shared my criticisms with ETA prior to posting just in case they feel something went wrong in the demo. They always respond without hesitation that its fine and that we all hear differently.
@purr1n, there was nothing wrong and *a lot* right with @k4rstar's video review and written supplement. You want a "controlled" product launch? I don't. I want the honest opinion of a very talented guy, whose tastes are pretty well-known, and who bought the item himself. The problem in that thread was almost everything else, not an uncontrolled product launch.
@Claritas , purr1n is giving ETA friendly advice on how to be successful as an honest business, he is not advising on how to circumvent SBAF from honest reviews.
@Claritas , I do like your point that @k4rstar paid cash money for his O^2 and later wrote an awesome review, whereas others are participants of generous loaners or perhaps recipients of generous discounts (it is suspicious how some cycle through ETA products without complaint).
Read these "rules" AND introduce
yourself before your first post
Being true to what the artists intended
(opinion / entertainment piece)
Comments on Profile Post by purr1n