A brand based upon the cult following. I remember watching a Steve Gutenberg video where he had the creator of a Zu speaker on and it was something like $20,000 or something silly. You could see the creator was a bit shifty during video like a crook getting questioned, was quite funny to watch. As usual, Steve channeled his inner salesman and proceeded to wax lyrical, as per. The incredible thing is the guy even starts almost chuckling to himself as he peddles a lot of this stuff. Don't get me wrong, he's a great salesman, but a reviewer he certainly is not.