CES 2010: "Always lead, never follow" certainly applies to the price tags on these cables and headphones.
No-one ever went broke underestimating the stupidity of the public, or the willingness of journalists to sit through ridiculous presentations. This is the only logical explanation for why I find myself in the CES press conference for Monster Cable, the company that's been running for 30 years convincing people that spending thousands of dollars on audio and video cabling and, more recently, headphones is a good idea.
Compared to last year's evangelical orgy, this year's event was quite subdued. But "subdued" in this context still means "Head Monster" Noel Lee yelling for 40 minutes, and more occurrences of the phrase "give it up" than anyone needs to hear outside a KC & The Sunshine Band concert.
"I want to share with you one of our product philosophies, and it is 'always lead, never follow'," Lee pronounced early in the session. "We're not going to chase somebody else's product. We're never going to make a me-too product." Memo to Noel: you make cables. Bloody overpriced cables.
The philosophy certainly seems to fit the high price tag, though, and helps to explain the constant invocations to cheer every minor detail of each announcement. So outside the noise and hype, what actually got announced?
There were thinner HDMI cables, for people who find the existing ones too hard to transport. (At a top price of $US170, these are practically giveaways by Monster standards.) Lee predicted that the emergence of mini and micro HD would lead to a massive demand for these: "We want 1080p out of our cellphones!" he thundered.
Topping the price stakes were the new Turbine Pro Special Edition copper headphones, a steal at $US400. In the collector edition category, there's also a $US499 Miles Davis' branded headphone set (complete with trumpet-shaped case and a copy of Davis' seminal Kind Of Blue album) and the promise of Vivienne Tan-designed headphones in the near future. "You can say that's corny or you can applaud and say that's really cool," Lee instructed.
There were shorter USB cables, for people who want higher speeds and a six-inch cable to go with it (this is "super, super exciting", apparently). There was an iPod charger with a passthrough to allow a second USB device to be charged. Monster also talked up a bunch of new power options which I automatically ignored as they're not likely to appear in Australia. And there's a Blu-ray Demo Disc in the works, so you can show off your expensive new system to your friends.
It was that last minor announcement which demonstrated that even Lee's constant shouting isn't the scariest thing I could encounter on a Vegas Wednesday morning. The Monster Blu-ray demo disc includes Celine Dion. Don't say you weren't warned.