When I unpacked the Rogue Audio Atlas, I didn't know how much it cost. After examining its chassis of high-grade steel, its silver-anodized aluminum faceplate, its sleek and slightly rounded edges, and, above all, its two chunk-o'brick transformers—for such a little thing (a foot-and-a-half square by half-a-foot high), it's heavy—I guessed around five grand. Then I called Rogue Audio and learned that it retails for $1395.

It must be difficult for makers of audio equipment to decide how to best exhibit their products at events such as the annual Consumer Electronics Show. If you're doing a demo, you want it to impress audio journalists and potential dealers, and sometimes just playing music is not enough: you need something extra. A few years ago, Joseph Audio put on a demo, supposedly of their top-of-the-line floorstanding speaker, during which Jeff Joseph removed a cloth that had been draped over what was assumed to be hotel-room furniture. Under that cloth were the speakers that were actually playing: Joseph's new in-wall model, mounted on flat baffles. Wilson Audio Specialties demonstrated their speakers with purportedly ultra-high-end electronics and digital source, then revealed that they were actually using a modestly priced preamp and power amp, and that the source was an Apple iPod.

It must be difficult for makers of audio equipment to decide how to best exhibit their products at events such as the annual Consumer Electronics Show. If you're doing a demo, you want it to impress audio journalists and potential dealers, and sometimes just playing music is not enough: you need something extra. A few years ago, Joseph Audio put on a demo, supposedly of their top-of-the-line floorstanding speaker, during which Jeff Joseph removed a cloth that had been draped over what was assumed to be hotel-room furniture. Under that cloth were the speakers that were actually playing: Joseph's new in-wall model, mounted on flat baffles. Wilson Audio Specialties demonstrated their speakers with purportedly ultra-high-end electronics and digital source, then revealed that they were actually using a modestly priced preamp and power amp, and that the source was an Apple iPod.

It must be difficult for makers of audio equipment to decide how to best exhibit their products at events such as the annual Consumer Electronics Show. If you're doing a demo, you want it to impress audio journalists and potential dealers, and sometimes just playing music is not enough: you need something extra. A few years ago, Joseph Audio put on a demo, supposedly of their top-of-the-line floorstanding speaker, during which Jeff Joseph removed a cloth that had been draped over what was assumed to be hotel-room furniture. Under that cloth were the speakers that were actually playing: Joseph's new in-wall model, mounted on flat baffles. Wilson Audio Specialties demonstrated their speakers with purportedly ultra-high-end electronics and digital source, then revealed that they were actually using a modestly priced preamp and power amp, and that the source was an Apple iPod.

It must be difficult for makers of audio equipment to decide how to best exhibit their products at events such as the annual Consumer Electronics Show. If you're doing a demo, you want it to impress audio journalists and potential dealers, and sometimes just playing music is not enough: you need something extra. A few years ago, Joseph Audio put on a demo, supposedly of their top-of-the-line floorstanding speaker, during which Jeff Joseph removed a cloth that had been draped over what was assumed to be hotel-room furniture. Under that cloth were the speakers that were actually playing: Joseph's new in-wall model, mounted on flat baffles. Wilson Audio Specialties demonstrated their speakers with purportedly ultra-high-end electronics and digital source, then revealed that they were actually using a modestly priced preamp and power amp, and that the source was an Apple iPod.

It must be difficult for makers of audio equipment to decide how to best exhibit their products at events such as the annual Consumer Electronics Show. If you're doing a demo, you want it to impress audio journalists and potential dealers, and sometimes just playing music is not enough: you need something extra. A few years ago, Joseph Audio put on a demo, supposedly of their top-of-the-line floorstanding speaker, during which Jeff Joseph removed a cloth that had been draped over what was assumed to be hotel-room furniture. Under that cloth were the speakers that were actually playing: Joseph's new in-wall model, mounted on flat baffles. Wilson Audio Specialties demonstrated their speakers with purportedly ultra-high-end electronics and digital source, then revealed that they were actually using a modestly priced preamp and power amp, and that the source was an Apple iPod.

Back in 2000, when Lyra introduced the Helikon moving-coil cartridge, which replaced the then six-year-old Clavis D.C., the company inexplicably retained the Clavis D.C.'s retail price of $2000. This was inexplicable because the Helikon's revolutionary design was new from the ground up, and because audiophiles—like most, if not all, consumers—perceive price to be a reflection of quality and performance.

Back in 2000, when Lyra introduced the Helikon moving-coil cartridge, which replaced the then six-year-old Clavis D.C., the company inexplicably retained the Clavis D.C.'s retail price of $2000. This was inexplicable because the Helikon's revolutionary design was new from the ground up, and because audiophiles—like most, if not all, consumers—perceive price to be a reflection of quality and performance.

Back in 2000, when Lyra introduced the Helikon moving-coil cartridge, which replaced the then six-year-old Clavis D.C., the company inexplicably retained the Clavis D.C.'s retail price of $2000. This was inexplicable because the Helikon's revolutionary design was new from the ground up, and because audiophiles—like most, if not all, consumers—perceive price to be a reflection of quality and performance.

Back in 2000, when Lyra introduced the Helikon moving-coil cartridge, which replaced the then six-year-old Clavis D.C., the company inexplicably retained the Clavis D.C.'s retail price of $2000. This was inexplicable because the Helikon's revolutionary design was new from the ground up, and because audiophiles—like most, if not all, consumers—perceive price to be a reflection of quality and performance.