Set-up is probably more important than any other variable, because it's critical and invisible. Hence easily manipulated to maximize retail profit.
I can make a good MM sound far better than my big Koetsu, no problem. Just run the Koetsu 30 minutes of arc out of correct azimuth, 1 degree tail up, and half a gram too light. Now you can hear with your own ears that the highly merchandised table and inexpensive cartridge sound better than the exotics. Who but a sucker would pay big bucks?
I can make a good MM sound far better than my big Koetsu, no problem. Just run the Koetsu 30 minutes of arc out of correct azimuth, 1 degree tail up, and half a gram too light. Now you can hear with your own ears that the highly merchandised table and inexpensive cartridge sound better than the exotics. Who but a sucker would pay big bucks?