Indeed, Ashley just tries too hard. I've heard from various forum members that the ADM9s are a great product and thats enough for me. I just don't appreciate a website which states that everything else is rubbish and that people who buy anything else are simply fools fooled by all that glitters.
One particularly interesting quote from the avi website re ADM9s:
"However, Hi Fi, from a magazine's perspective, is rather different, they and their readers are like children in a sweet shop. Everything is delicious and they can't wait to try it all, there's no such thing as right or wrong, it's simply a case of each change of equipment providing a different musical interpretation. Therefore it's no surprise that some of the debates on the message boards have been so acrimonious. We've done away with it all, incorporated a computer, saved space and money and produced a system that can only bettered by spending a fortune. "
So yes, don't believe Hi Fi mags ... but then wait a sec ... they stick a bit "HiFi Choice Star" when advertising the merits of their product. You can't have it both ways.
Also, not quite sure how this squares:
"Mac owners have known they can for years and that iPod Shuffles sound as just good as the best CD players made. The problem is that the audio output from a PC can be quite poor, however the digital information (provided the drivers are installed correctly) is just as good as from a Mac, it's simply the conversion to analogue that is awry."
"Once this situation is understood it becomes obvious why more people visit the AVI website than buy the rather marginalised Hi Fi Mags and why ADM9s have sold in such enormous quantities. Connected to an iPod Shuffle (110 million people cannot all be wrong) you can have one of the best hi fi systems made for £1045."
Not sure how the iPod shuffle benefits from the DAC in the ADM9s as iPods don't have a digital out (so that DRM'ed music can't be copied that way). I'm sure that more poeple visit the Goodmans and Alba websites than that of AVI (I wonder how many people would visit the AVI site if it cost £4 to do so).
Also I can't imagine that the sound quality from a Mac line out is going to be much different as most of the benefits are derived from attaching a dedicated external DAC.
The website just seems full of inconsistencies, unsubstantiated opinion and information which at best baffles and confuses an uninformed user and puts off anyone who actually knows how things work in reality.
AVI is going in the right direction by focusing on the digital future, I have no doubt about that. But what they are doing is not unique and the concept can be easily replicated by their competitors so building trust in the brand should be key for them (and this is much more likely to be achieved by subtlety than shouting from the rooftops that they are great and everyone else is either rubish or a fool).