The Audio Research Reference 10 is here $30k

when you have capital you can crank out innovation like crazy, and with a big box business and huge retail network distribution to the marketplace is instant. Innovation is the lifeblood of any business but it can get to the over the top point. The real marketing question is how to keep current customers in the family so they don't get discouraged after shelling out hard earned dough for a Reference piece before the latest best.

The margins are really long on a 30k piece, but I would guess though you need the volume from the middle of your line to keep growing and taking share from the competition. I am sure they are smart and have done plenty of research, maybe more of us change and upgrade, like changing socks, than I realize. I know I have become more interested in small box companies that build with passion for the hobby (which comes with risk also) no beefy customer service in some cases and shaky longevity. But the price point is also usually worth the risk/reward. I don't mean to imply ARC is not passionate about their business - it is just a big business in this industry and staying on top requires a different set of rules. There are lots of choices out there. Just my two cents - I do own one ARC piece that I like alot.

Mitch, nice! Doesn't sound like you need it! How do you know it will bring you closer to the music than you already are! Sounds like you have made it...congrats!

I bought the ph 5 from a dealer when I got back into vinyl and damn if the ph 7 didn't come out within a couple of months - although 4k higher, thanks Bifwynne for reminding me about the ph8 - I had forgotten that one!

Thanks Bifwynne, I am sure the ph7 is a step up but I have lost my appetite to move up the ARC line - can't buy into the constant churning of new and improved...