Case /keɪs/:

3.         A question or problem of moral conduct; matter: a case of conscience.

10.       A set of facts giving rise to a legal claim, or to a defense to a legal claim.

Against /əˈgɛnst, əˈgeɪnst/:

–preposition

1. In opposition to; contrary to.

Hype /haɪp/:

–noun

5.         Exaggerated publicity; hoopla.

6.         An ingenious or questionable claim, method, etc., used in advertising, promotion, or publicity to intensify the effect.

7.         A swindle, deception, or trick.

We, the musicians, are the coolest of all artists. If do our job well enough, people usually recognize us in our time (read: when we are still alive). We use visually striking equipments like basses, guitars, etc instead of a pen and a paper. We adopt personas on stage and so on. While a painter uses pretty much standard tools, we are offered to choose from hundreds of thousands of different gear to create our own sound. All of these make us to be a very easily influenced bunch and put us on a journey of finding the Holy Grail.

Very recently I acquired a mint condition ADA Ampulator and I paid significantly more than the original street price. Did it worth it? Hell yeah! I am even planning to post a detailed review about it in near future. I am sure most of you are with me right now and there is nothing wrong with trying to find the tone you hear in your head. What bothers me the most though is the “magical” status some key phrases get and the conscious misleading of potential customers. I am not saying this practice is always utilized by companies. Sometimes we pump something up AND THEN the industry follows us. In order to understand how this works and why hyping became a successful marketing tool; I will put my real formal education (BA with focus on marketing and social psychology, not electronics to be honest) at work and will introduce you to the concept of “Delusion of Knowledge”.

Before understanding Delusion of Knowledge theory, which isn’t hard by any means, you can’t really “get” what I will be talking about in this section of the website. I am not trying to start a controversy, nor will be targeting a particular brand or company. I have no hidden agenda or have no intentions of eliminating competition, at least not like this. ElectroniX is a relatively young company (almost 4 years in a few months), but I was involved with building pedals and amps way long before that. Now I am in a position that people would listen what I have to say and I am just going to say what I always have believed in. Nothing more, nothing less… In time, I am sure some people would join me in this quest.

See you next time. I will be explaining the Delusion of Knowledge theory. Please subscribe if you don’t want to miss it.

Os