Our Philosophy
It wasn't really a surprise this year when a well known high-end audio distributor said "the truth of the matter is most people who buy audio cables base their decision on 80% looks and 20% sound quality." This may seem hard to believe but my experiences show a similar pattern. He went on to say "if you don't improve the visual looks of your cables will you have to hard sell the hell out of them if you want to make money, even if it downgrades the performance". I get similar advice from just about everyone in the industry and the sad part is the industry is geared towards making money on customer ignorance not customer satisfaction.
This is what it is, the average person pays for a cables appearance over its sound quality and the manufacturers make them look hot and racy because that’s what sells and sound doesn't really matter that much. Its really no wonder that most people think spending extra money on cables is a waste of money especially when the buyers have to show them what it looks like to justify the purchase rather than convincing them with a jaw dropping performance of the system.
Isn't that what its all about? Upgrading your system so you can enjoy it immensely? How does buying cables based mostly on looks improve things immensely? Think this isn't true? No wonder the general public thinks the way they do. Is it any wonder the whole industry is in the state it is?
The same industry tried to kill vinyl and after over two decades failed. Remember when CDs were touted as "perfect sound forever", if not it is true I was there, they were so highly regarded the CD labels warned of the limitations of the recording source....which is the master tape... uh helloooooo. CDs are now recognized for their limitations and vinyl has made a comeback. I'm not bashing CDs, They are convenient and I have a collection of them. I am just making the point of how this industry can and has and continues to turn good things bad for profit at the expense of customers and good quality sound.
Over the decades the industry has successfully promoted fancy looking interconnect cables with exotic insulations. My experience has shown time and again that interconnects with synthetic insulations, oversize multi-metal connectors and wire described at the atomic level serve to change the sound by creating sonic artifacts and exaggerating certain frequencies. Sure they may sound ultra clear but at the expense of killing the life of the music and creating a tiring sonic signature. Its no wonder there are so many cables out there. Nobody is happy with then for very long. Perhaps an even fancier looking cable will be "it". Lets face it the interconnects cable signal is very weak and the most direct and uncompromised path will serve best to retain the music and integrity of the original signal. That is why the Pura Vidas interconnects look the way they do, they perform best that way. The fact that they were developed from a no compromise, sound first philosophy is a good reason to try them if good sound is really your priority. The reason I refuse to dress them up to sell more is because of the deleterious effects these synthetic materials, and overbuilt connectors have on the sound field and faithfulness of the original signal. That is why they still look the way they do.
My past experiences with the audio industry taught me to call things for what they were and to develop a philosophy based on "revealing the music and getting the most enjoyment of your system" or any system without upgrading or wasting money on products based on their looks or other hype.
It doesn't matter whether your system is worth $500 or $150,000 dollars. The universal laws applied are the same.
To help you understand this it is important to understand that even the best sounding drums in the world will never get people up to dance if the drummer cannot properly convey musical integrity and rhythm. No matter how good the drums sound they cannot compete musically with a drummer who is holding two wet sticks and beating on a log and conveys rhythm and musical coherence properly. The sticks and the log are going to get people up dancing every time while best sounding drums will bore people. The best drums may sound sonically better but they are uninspiring without the music being put into them. This is true for audio systems too. It doesn't matter how sonically accurate the system is if it is not conveying music properly it becomes boring and uninspiring. Why should music always be the first priority?
- People love music.......music is therapeutic.
- The appreciation of music has been hardwired in us for thousands of years.
Regardless of what your system is worth no system has perfect sound. But if your system is very musical it is very easy to forgive the sonic shortcomings. On the other hand if your system is not musical its sonic shortcomings are an ongoing problem.
If your system continuously transports you to another place and the enjoyment of the music transcends the concerns over sound or picture quality you truly have a great system
Helping people turn your system into great system, regardless of its price, is what this website is about.
We help both beginners and experienced people get the most music and sonic accuracy combined out of their audio systems and the most synergistic blend of sound and picture out of their audio video systems. We don't resort to marketing hype or hard sells and we back our products with a 100% money back guarantee. Our testimonials and customer feedback are from real people with real systems. We understand we won't sell as much as we would by using typical sales tactics, catering to market myths and dressing up our cables but our principles come first and we believe this approach is the best way to deliver maximum musical integrity and enjoyment to our customers.