New TOTL MC Cartridge from Ortofon...The MC Vertex

the XV-1S that even today is a excellent performer

I agree with that. I've had one for years, and it was rebuilt at the factory a couple years ago. I still have it mounted on one of my 3 tonearms.

I think when we get around $5K with competent engineering,

ears and process and quality control vs marketing mysticism, pretty much any of them are excellent….

Cartridges are fascinating.

Cartridges are fascinating

Truth. I'm just lucky that I fell into three truly great ones without paying retail for them, and that I can play them all (one is mono).

Both Ortofon and Audio-Technica seem to be converging by addressing the same issues in similar ways with these new cartridges.  Specifically with respect to elastomers and diamond cantilevers.  It would be wonderful is someone like Mikey Fremer would be allowed to publish a comparative review, but given the total lack of journalistic integrity at TAS that is not likely.  Anyway, I think either would look nice on my HW-40.  I am not sure that my 78 year old ears hear well enough any more to appreciate all that either of them has on offer.  But who knows?  Most music happens where my hearing is just fine.  I may splurge for one or the other.