Soon, marketing men will be redundant, and all audio advertising will be replaced with the words
Something New ... with an implied guilt trip if we are not prepared to lay out heaps of cash to try it.
Sure, I'm prepared to try something new. In fact there are lots of new things, especially in Audio, that I wish I could afford to try. However, part of my buying process will be an assessment of the company and its marketing (this is a tough one, because even good companies with good products have crap-talking marketing departments) and whether a product makes common sense or not. It is
not enough that it is long, thin, has a connector on each end, and is, yum yum,
expensive.
(especially if it is not purple

hyeah: )
Let us first consider the i2s protocol seriously. Yes, it is new to me, and yes, I am very willing to take it seriously. But first, we have to look and see what it is offering us and whether it has a place outside the chip-to-chip internal use for which it is designed. Is it Fad of the Day? Or is it the interface of tomorrow? If we have a serious interest in digital sound, then we need to be informed on this.
Sure, "secret alloys"
sounds like cable-marketing bollocks
to me, but
only when we have taken a proper look at the protocol can we make any real judgement on how much to pay for the piece of wire.