I don't get it. The owner Jay Victor holds over 40 patents in wire design. Is responsible for many of the high end cords out there. Their goal is to bring high quality at a reasonable price. Something we all can agree upon.
They test as well as listen to their product compared to the big boys and have created a VG product. Maybe the company is new but Mr. Victor is not new to the party. He is a seasoned powercord designer. Read his Bio on the site.
Now about giant killers. Far and few between but if you look hard enough they are out there. A few that come to mind are; Promitheus TVC & DAC, Oritek DAC, Fi amps and preamps , Silverline speakers, Anti Cable Silver ICs, Nightshade Audio, Home Grown, Alan Maher, Vandersteen 2CE , Magnepan, NAD, Odyssey, Herbies.
Now if one has to have the big names and high prices to get that warm and cozy feeling, GREAT. The entire business model was created when Gordon Holt and later by Harry Pearson created the " HIGH END". Then later on I forget who stated that cables should be about 10% of system cost. Brilliant. Remember when NBS got started selling expensive powercords. When a customer cut up one and found Romex inside and the cord cost $2000. That started the flooby dust theories to abound. and still prevalent today. Since many advancements in winding and geometry have taken the cords to a new level as well as the price the game is on. Why do you think there are so many cable manfs ? With a large profit margin its a natural.
The model needs to be revised IMO. ZU is thinking out of the box with their house parties. Norvinz offers reps to come to your home to demo gear. I would pay $50 for a demo . If I purchase the $50 would be deducted from price. No brick and mortar required. The Rep could work on 10% plus expenses. Manf. could offer distributor cost to the rep. and the customer can save 30% or more. Works for me. Best part you are evaluating the piece IN YOUR SYSTEM. Sorry for therant just woke up.
charles