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One topic here at CA claims MQA is not going away, but as evidence the OP posted a promotional piece by the TAS trade publication - about the only kind of place you can find a wholly non-critical attitude towards MQA or anything else about this hobby and industry. I am interested in, and this thread is about, your favorite reason why MQA is not going to succeed. Try to keep it to just one reason (even if you have to explain it) why MQA is going or already has failed. If you believe MQA is already a success post that in another thread please. Mine is that at the end of the day, it offers nothing of value to either the consumer or the industry itself. All of its claims of SQ improvement, end to end quality assurance, inventiveness around audio filtering and packaging - all of this and more has proved to be nothing at all, or of so little actual real improvement that even without MQA's IP/DRM baggage the consumer and even the industry is finding it simply does nothing for them substantial enough to warrant yet another format.