The name game

Steve Sutherland reckons solving the Da Vinci Code would be simpler than making any sense of the hi-fi industry’s insistence of giving its products mind-boggling titles

It might have been Audio-Technica. Or maybe it was Technics. Or maybe even Astell&Kern. But whoever it was, thanks guys, one of you finally did me in. What happened was in trying to create a recent issue of the very magazine you’re now enjoying, I goofed not once, not twice, but three times in quick succession. My calamities? I typed out the so-called names of products wrongly, my efforts riddled with errors. I say “so-called” names because what sort of nutso company would ever think it was a good idea to call the precious product it wishes us to buy the AT-LP60XUSBGM? Or for that matter the A&Ultima sp1000t? Or come to think of it the EAH-AZ80E-K? Note, if you will, not only the meaningless numbers, but the seemingly giddy…

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Hi-Fi Choice (Digital) - 1 Issue, April 2025

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