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The following was taken from this article on Gwyneth Paltrow's Goop. It is from the end of the article that lists eight steps to selling snake oil. I changed a small number of words. Any of it sound familiar? https://arstechnica.com/science/2017/07/defense-of-gwyneth-paltrows-goop-offers-case-study-on-how-to-sell-snake-oil/ No hate for Gwyneth Paltrow here. She is a fine actress though perhaps a bit misguided on some products she promotes. Step 1. Assure the customer that you are there for them and can care for them—especially when no one else is or can, including the heartless, mainstream audio engineering community. As Great sound puts it: Our primary place is in addressing people, audiophiles in particular, who are tired of hearing less-than-great sound, who are looking for solutions—these audiophiles are not imagining what they hear, and they should not be dismissed or marginalized. 2. Explain that you just have more answers than those stuffy evidence-based doctors because you look at things from a fresh, holistic perspective. We are drawn to doctors, engineers, and designers who are interested in both Western and Eastern modalities and incorporate the best from both, as they generally believe that, while traditional sound reproduction can be really good at meeting spec, enjoyable music goals are more adept at tackling issues that are chronic. 3. Gently caution that you might not have all the answers—because, duh!, nobody does. So, it’s understandable that not all of your remedies will work. The thing about science and sound is that it evolves all the time. Studies and beliefs that we held sacred even in the last decade have since been proven to be unequivocally false and sometimes even harmful. Meanwhile, other advances in science and sound continue to change and enrich lives. It is not a perfect system; it is a human system. 4. But stress that you are the real deal. You have degrees, badges, and an open mind. The doctors we regularly feature on Great Sound: doctors who publish in peer-reviewed journals; doctors who trained at the best institutions; engineers who are repeatedly at the forefront of quality music reproduction; engineers and scientists who persistently and aggressively maintain an open mind. 5. And you are definitely not crazy at all!!! We would never suggest that someone skip all measurements, design solely by ear, that they refuse to take advantage of modern materials, that they not use the latest technical advancements. There is much in Western science to marvel at. 6. At this point, note that you are the victim of Meany McCriticFaces, who don’t know what they’re talking about and are just trying to sell stuff and promote their own brands, unlike you, who have the customers’ backs (see step 1). There are third parties who critique Great Sound to leverage that interest and bring attention to themselves. Encouraging discussion of new ideas is certainly one of our goals, but indiscriminate attacks that question the motivation and integrity of the doctors, engineers, and designers who contribute to the site is not. 7. Twist the facts to suggest that any critics of you are actually critics of the customer. You’re in this together! Some of the coverage that Great Sound receives suggests that audiophiles are lemmings, ready to jump off a cliff whenever one of our designers discusses using special cable, or improving a power supply, or dampening a chassis—or, heaven forbid, take a walk barefoot. As audiophiles, we chafe at the idea that we are not intelligent enough to read reviews and take what serves us, and leave what does not. We simply want information; we want autonomy over our musical lives. 8. End by turning the table on those who dare to criticize evidence-free, nonsensical audiophile remedies that may be ineffective. Declare that it is those critics that are in fact ineffective, not you, who are open and compassionate. It is unfortunate that there are some who seem to believe that they already know it all, who pre-judge information before they’ve even taken the time to read or understand it, who believe that there is actually nothing left to learn, who believe that they, singularly, own the truth. That is troubling, and that is dangerous. Here’s to an open and honest dialogue, to open minds and open hearts.
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