This is a story about vulgar words and what is likely one of the most innovative and exciting, yet self-consciously idiosyncratic, audio components of the 21st century: Schiit Audio's Ragnarok integrated amplifier ($1699).

I never use vulgar words—at least not in public. I rarely use the word shit as an adjective, a verb, or a noun. Therefore, when I first heard of an audio company founded by legendary audio engineer Mike Moffat (formally of Theta) and award-winning science-fiction author and audio polymath Jason Stoddard—a company named Schiit—I could permit myself to pronounce its name only as Shite. I thought it made me sound British instead of rude.