Jim Taylor
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I think you’re making incorrect assumptions about me in a rather patronising and arrogant way, or at least that’s how I perceive it.
@antcollinet is being neither patronizing nor arrogant. He is presenting to you a situation endemic to the "high-end" audio industry in as kind and patient a manner as possible. He refers to "perceptive biases" ... which is another term for cognitive biases. You can read about them here:
List of cognitive biases - Wikipedia
And he is correct; we cannot "turn them off". Cognitive biases, and the accompanying heuristics, are hard-wired into our brains. In other words, they are the native methods that our brains use to function.
What Is Cognitive Bias? Types & Examples
Cognitive bias is a systematic error in thinking, affecting how we process information, perceive others, and make decisions. It can lead to irrational thoughts or judgments and is often based on our perceptions, memories, or individual and societal beliefs.
www.simplypsychology.org
Cognitive bias - Wikipedia
What Is Cognitive Bias? 7 Examples & Resources (Incl. Codex)
Being aware of our biases is the first step towards overcoming them.
Please note in these definitions and examples that a "cognitive bias" is a deviation from reality, and that a "heuristic" is a shortcut used for efficiency, but which may not be accurate.
There are two sorts of businesses in this world:
1) a business which depends on scientific accuracy to achieve its goals, independent of emotions and preferences. This describes electrical generation, production of aircraft (other than Boeing), accuracy of artillery, use of x-rays and MRI for medical diagnosis, production of metal alloys and cell phone communications. These things are not made tto work on opinions ... they are made to work on precise engineering principles and nothing else.
2) a business which depends on people's preferences to achieve its goals, mostly (but not completely) independent of scientific accuracy and engineering tolerances. The fashion industry is an example of this; do you really think that a Chanel or Louis Vuitton handbag is worth over $5,000 ? Or, do you believe that the food served at the SubliMotion restaurant is actually worth almost $2,000 per person?
These are examples of social status. The people who swim in these circles know what they're doing, and they don't really care about performance. But for this high-end stratum of consumerism to exist, there must be hundreds or thousands of people who desire to achieve these goods for every one who consumes it. The industry can only thrive when masses of have-nots drool over the thought of actually possessing this type of merchandise. That desirability is the "shine" that illuminates this high-end industry.
So it is with high-end audio. Scientific principles are secondary to the ability to attract the consumer. Sound engineering is tolerated only insofar as it does not place undue burden on brand differentiation. And the so-called "bang-for-the buck" principle is rejected.
The biases and prejudices of the consumers are used to play people along, to manipulate their reactions and to cement their association, all for profit. And many of the entities in this segment of the industry are excellent at doing this.
Do you know what those types of people are called? They're called con artists, or scam artists. They skillfully play on people's weaknesses and biases, and use them to achieve their ends.
I mentioned MRI machines, cell phones and artillery. Do people's weaknesses, opinions and biases play into the uses (and technological advances) of these items? No, they do not. It's simply a matter of the things working the way they are suppose to ... or not. No excuses. No half-way. Opinions don't perform open-heart surgery. Biases don't send signals from the Mars Rovers.
But they sure as hell sell expensive audio gear!
Lest you think I am condemning people's personal preferences such as tube gear or vintage speakers, let me make one thing clear. There is nothing wrong with preferences. But deceptive claims based on ambiguous subjective language has nothing to do with personal preference.
The thing we criticize at ASR is the spurious claims by bunco artists that merchandise they offer performs at a superior level. IOW, they ascribe characteristics to justify their price that are neither supported by analysis nor proven scientifically to even exist. Fairy dust, unicorn horns and esoteric club memberships are all they can offer ... but man, does it ever succeed!
So yes, people can like whatever they want. No Problem. But ... look at your preferences with a dispassionate eye (and ear). None of us wants to be a tool that leads others down the primrose path to fantasy addiction, just to line the pockets of those who would profit by manipulating us.
Jim
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