it is the same principle on which they sell cables that cost tens of thousands of dollars. No, I am not getting into the cables debate here, but I know that there's no way a cable can make tens of thousands of dollars worth of difference, and it is the power of suggestion that makes people think they're hearing 'dramatically' better sound with their 10,000 dollar cables. That power of suggestion appears to have been exploited by hi fi snake oil vendors of every form and shade. This one really takes the cake though.