Why negative reviews can be unethical and misleading: 10audio.com

Atmasphere

Industry Expert
May 4, 2010
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Recently there was a 'review' of our class D amps on 10audio.com.

The amps didn't come from us. The author claims he bought them. If he did, it was because he knew very well that we would never release a demo sample to him, as in the past he had done unethical things in his reviews.

This blew up recently when this video appeared on youtube, along with this thread on audioshark.com.

We don't even know if Jerry (the owner of 10Audio) really had a set of our class Ds on hand. Yes, IMO he's dishonest enough that I wouldn't put it past him to fake it. But giving him the benefit of the doubt, we don't know what condition the amps were in, if they had been modified by someone and so on. Heck, they might have been set up for 235V operation (such as set of amps will run on 117V but won't make power).

Now this all started about 25 years ago, back when we still offered our M-60 amplifier as a kit. Jerry approached us about buying one, which he successfully built and liked. He wanted to do a reveiw of it for his new website. He liked it so much that he later bought from us an MP-3 preamp. He reviewed and liked that too.

But then apparently he wondered, since we offer the M-60 with a number of options (Caddock resistors, Teflon coupling caps and a power supply boost option which doubles the capacity in the output section power supply) what a fully optioned set of M-60s might sound like. Rather than talk to us about it, he bought a used set he found and reviewed them. He didn't like them. Turned out the set he bought used was a kit, which was not mentioned in the review, and a poorly built one at that, barely running. He sold them to a customer of ours in New York City (who is still a customer of ours, named Jeffery W.). Jeffery contacted us about getting the amps fixed. It was about that time we found out about the negative review.

The amps turned out to be a rat's nest inside with bad and missed solder joints. We cleaned them up as best we could and returned it to Jeffery, who said a few months back he still has them.

Then I confronted Jerry about this issue. That didn't go well- he was unable to admit to his ethical gaff. Instead he changed the existing reviews of the M-60 and MP-3 from good to bad as retaliation. When we discovered that we posted what we knew on audioaylum.com. The resulting kerfuffle resulted in Jerry not posting on audioasylum for a few years.

There is an internet archive called the Wayback Machine. It archives everything on the searchable web.

Below you can see a couple of links of reviews of the MP-3 preamp. Scroll down to the bottom and compare what you see between the two pages. On any normal review site these two pages would be unchanged or at least all the text would be the same. But in this case you can see additions, and a change a rating in the later page. The wayback machine does not have a snapshot from Novemeber 2002 so we can't see what the original review was. But we can still see that he was changing the existing content anyway:

http://web.archive.org/web/20040111140344/http://www.10audio.com/AS_MP3.htm
http://web.archive.org/web/20070524082912/http://www.10audio.com/as_mp3.htm

Why Jerry chose this time to open up this old wound is beyond me; one would think it best to let sleeping dogs lie.

Mike, the Greek Audio Geek on YT, didn't know anything about this. I'm not a content producer so I don't know what sort of pressures exist, but IMO he wasn't making the best move in his video I linked above.

Here is my point: when you see a bad review, in my opinion/in my experience, its unethical. The reason is simple: if the equipment is really bad the best thing to do as a review is to simply send it back and not mention it publicly.

Bad reviews occur because equipment might be damaged (or in the case of this post, might not even exist) in shipment, the reviewer might have troubles setting the equipment up, there could be a system incompatibility, the reviewer (as we see with Jerry) might have an ax to grind, on in some cases the organization for whom the reviewer works might have an agenda- like a punishing review if no ad campaign occurs. I've been in this industry long enough I've seen all of these things go down.

For example Gryphon got a bad review in The Absolute Sound decades ago. It literally ended their US distribution. I was in the room at CES and witnessed the reviewer threatening the owner of Gryphon that if he didn't just give him the equipment that was the subject of the review that it would be a bad one. I don't think TAS had any idea about this; it was unethical behavior on the part of the reviewer. He fell into the category of reason I mentioned above as 'had an ax to grind'; he was also trying to be on the take. Harvey Rosenburg did that to us decades ago as well. In that case we found out he had sold a review sample of ours when the guy he sold the amps to contacted us for a user manual. When we approached Harvey about paying us the industry accommodation, he declared war on us. I found out later he had done this to a number of other companies (one who was forced to fold due to the financial loss) who were smarter than me in that they decided to just deal with the loss rather than Harvey badmouthing them in the press.

I can go on put you get the point. Always be suspicious of a bad review.
 
Sorry for the bad experiences. Food for thought. Reflects on the industry as a whole that these types of shenanigan's go on. Worst part is the reviewers have no skin in the game so nothing to really loose except their integrity. If they are participants they truly have nothing to loose.

Rob :)
 
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Here is my point: when you see a bad review, in my opinion/in my experience, its unethical. The reason is simple: if the equipment is really bad the best thing to do as a review is to simply send it back and not mention it publicly.
What you said about 10audio maybe true. I have no way nor am interested to verify it. However, I can’t agree with you that one can’t publish a bad review. There are many intrinsically bad design products. We are as consumers want honest reviews.
 
"Always be suspicious of a bad review."

"I am always suspicious of a good out of this world review."

"We are as consumers want honest reviews."

I would go even further: be suspicious of any review, in particular the listening part and conclusion. The reviewer does not have the same pinnae and head related transfer function as you have, has a different system and room, he listens at different volume levels, with different music, he has different taste. Why would a review where everything is different would be of any relevance to anyone but himself?

A well-known Stereophile reviewer once compared turntable X to turntable Y (and X was declared to be the better of the two), but X was reviewed a few years after Y, and the systems used for both reviews were not the same (different speakers, different amps, different tone arm, different cartridge). How honest is that?

Klaus
 
IMO this post is counter productive. You are giving this website a free publicity.
 
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I can go on put you get the point. Always be suspicious of a bad review

I have a different perspective, Ralph. Readers should be careful about not just the reviews they read but the reviewer and the Web site (aka publisher) that publishes the review. Where problems can arise is when the reviewer is also the editor and the publisher, meaning there is no third-party check or vetting of the review prior to publication.

Normally the publisher has a keen interest in preserving the value of his asset - the Web site -- and recognizes that it is not in his interest to publish 'sketchy' reviews. While a controversial review may gain momentary attention, unless it is true and done in good faith, the publisher will suffer in the long run if his site gains a reputation for publishing sketchy reviews as advertisers and manufacturers shy away from it.

Additionally, a review should be given to the manufacturer or at least the distributor to assure the review is technically accurate before it is published. The sonic descriptions and conclusion are sacrosanct, remaining outside the influence of any third party -- typically the editor assures this. I will also say it is the manufacturer's responsibility to vet the site and the reviewer before turning over equipment for review. I understand that is not the case where a self-published reviewer obtains a component from someone other than the manufacturer and writes about it. That should be a strong clue to readers to be immediately suspicious of the review.

I know of another major high-end manufacturer who had a bad experience with that same site and author. It was slightly different as the manufacturer sent the equipment themselves. Personally I think the site is a joke, a tabloid, and to be avoided. As I"ve said before, anyone with a domain name and an HTML editor can be an audio reviewer -- be careful who you read.

A 'bad review' from a legitimate reviewer and legitimate publisher, if the review is truly expository, should remain just what other reviews are: another data point. It is highly recommended to seek out more than a single review of a product.
 
IMO this post is counter productive. You are giving this website a free publicity.

I disagree. People should be aware of the site - it should be exposed.

I would go even further: be suspicious of any review, in particular the listening part and conclusion. The reviewer does not have the same pinnae and head related transfer function as you have, has a different system and room, he listens at different volume levels, with different music, he has different taste. Why would a review where everything is different would be of any relevance to anyone but himself?

Because it is the perspective of an experienced listener who has heard other products as well. If you value only your own opinion don't read audio reviews.
 
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Sorry for the bad experiences. Food for thought. Reflects on the industry as a whole that these types of shenanigan's go on. Worst part is the reviewers have no skin in the game so nothing to really loose except their integrity. If they are participants they truly have nothing to loose.

Rob :)
If they had something to lose financially why would they not give a review biased to not losing? You seem to be pointing out a strength in the above post and have worded it as a weakness
 
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I have very little faith in reviews unless it’s someone I know and trust
also verified specifications by real testing.
not many Doing this and while some do there are very carful to not mention parts that may hurt a product.
A reviewer is supposed to be on the buyers side and this is in many ways not the case.
it’s a tough situation for reviewers too.
If they are honest about products and there device given is poor performance what happens ?
I’ve looked for owner reviews to be more accurate but even these reviews can be misleading
To get a good review we
Must read between the lines so to speak many times.
when Ron does his interviews this is a live interview very helpful.
not to shut this thread down but jays lab does answer questions and while not at the start of his you tube channel a while back.
He does now what I think is his honest opinion.
a question I have have for the start of this thread is who and why did that review happen
They need to be paid by someone
someone must be really pissed off at ralph too.
if you like ralph or not his products are not poor quality none I have seen.
His designs work on a given application
and I don’t think fail in breaking down
now if his amp per say is used In a bad situation and sound suffers this is user experiences.
 
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Discussion of the general merits of reviews is a fun and frequent pasttime for us.

I would like to focus here* on the specific allegations made by Ralph, and whether Jerry is able to answer or refute these specific allegations:

1) Did Jerry, in fact, have in his possession Ralph's Class D amps for this review?

(The next question is "even if Jerry did have them in his possession, did he audition them and come to an honest conclusion about the sound?" I think Ralph has to stipulate "yes" to this because, absent a damning admission by Jerry, there is no way to prove that Jerry had them but did not listen to them.)

2) Did Jerry "chang[e] the existing reviews of the M-60 and MP-3 from good to bad"? While not dispositive about the legitimacy of this new Class D review, if this is true it would cause me to disqualify Jerry as a reviewer, and cause me to discount any review he has published since then or ever publishes in the future.

If anybody knows Jerry, please let him know about this thread and encourage him to reply here. In addition, or in the alternative, I am open to interviewing Jerry to get to the bottom of these matters.

*For the avoidance doubt I want to say explicitly that I think that Ralph's view that negative reviews are unethical is ludicrous.
 
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I just tried to search for the 10Audio review of Ralph's Class D amp.

IMG_7654.jpeg
 
It looks like the review has been deleted.


IMG_7655.jpeg
 
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I just called Jerry Siegel at the telephone number on his 10Audio website, and left a voicemail message asking him to call me.
 
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Youtube reviewers seem to be like the wild west of audio. Anyone can open a youtube channel and hang a shingle. They have a huge platform and can say whatever they want without reprecussion. They can buy used gear online to review then sell that gear and lose nothing. This can definitely be a problem as no one knows that status fo the used gear. This makes it very difficult for manufactures to control.

I take what these guys say with a huge grain of salt. I view it as entertainment. I find what some of them are doing completely laughable. It looks like the person is just setting up and commenting on product X, but It is so obvious that they are simply being paid for the video coverage. It is the same as the company paying the big magazines for glossy, full page ads with the major difference being that everyone knows the full page ad is paid advertisement. It is not so obvious to some that this is happening on youtube.
 
Anyone can open a youtube channel and hang a shingle. They have a huge platform and can say whatever they want without reprecussion. . . . It is so obvious that they are simply being paid for the video coverage. It is the same as the company paying the big magazines for glossy, full page ads with the major difference being that everyone knows the full page ad is paid advertisement. It is not so obvious to some that this is happening on youtube.
I think this is an interesting topic, but I think maybe we should keep this thread focused on Ralph's allegations and the 10Audio review. I would love for you to start a new thread about the specific topic you raise.
 
I just sent this email to the email address on Jerry's website:

Dear Jerry,

I hope this finds you very well!

There has been some discussion on WhatsBestForum.com and on YouTube about your review of the Atma-Sphere Class D amplifier.

I am wondering why this review appears to have been deleted from your website?

Have a good weekend!

Thank you.

Best wishes,

Ron Resnick
[telephone number]
 
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I was in the room at CES and witnessed the reviewer threatening the owner of Gryphon that if he didn't just give him the equipment that was the subject of the review that it would be a bad

If this is actually true it would indeed be a low point of the high end audio industry .
Very sad indeed .
I wouldnt talk to that reviewer / magazine ever again
 
If this is actually true it would indeed be a low point of the high end audio industry .
I believe this report is true. A person who was there told me the incident is true.

I promised the person who was there who told me about the incident that I would not disclose the name of the reviewer.
 
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