MQA is Dead: Lessons in Bad Marketing from Audiophile World

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Discussion Overview

The discussion revolves around the MQA audio format, its marketing strategies, and the implications of its failure in the audiophile community. Participants explore the technical aspects of MQA, its reception, and comparisons to historical marketing failures.

Discussion Character

  • Debate/contested
  • Technical explanation
  • Conceptual clarification

Main Points Raised

  • One participant describes MQA as a controversial format due to its requirement for special decoders, watermarking, and marketing claims, suggesting that the marketing contributed to its downfall.
  • Another participant draws a parallel between MQA and "snake oil" sales, indicating skepticism about the value of MQA in the audiophile market.
  • A participant questions the relevance of MQA in the context of DAC reviews, expressing uncertainty about its importance and the strategies of companies like Lenbrook regarding MQA.
  • There is a mention of Betamax as a historical example of a technology that faced similar challenges, though the relevance of this comparison is not fully explored.

Areas of Agreement / Disagreement

Participants express differing views on the effectiveness and value of MQA, with some criticizing its marketing and others questioning its relevance in current audio technology. No consensus is reached on the overall impact of MQA.

Contextual Notes

Participants reference technical details about audio formats and compression methods, but there are unresolved questions regarding the efficacy of MQA compared to other methods like FLAC. The discussion also reflects varying levels of familiarity with the implications of MQA in practical audio applications.

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Hi All

Some may know I am an audiophile.

A few years ago, with a lot of hype and no small measure of BS, a new format appeared, called MQA. It created a lot of controversy for various reasons like the need for a special decoder, watermarking of the audio, bit stacking, and a special light on the DAC that came on with MQA material supposedly indicating you are getting what the audio engineer intended (o0)o0)o0)o0)o0)). To be blunt, I found the marketing around it somewhat obnoxious. I did investigate how it worked, but the full detail was hard to find. I liked it for what it's worth, but some didn't. That's nothing new in high-end audio.

Anyway, they are now bust. IMHO, it is a lesson in how marketing BS can destroy what is not a bad idea.

Now it is a bust, a paper has been published with more of the technical detail of MQA, which wasn't easy to find previously:
https://www.aes.org/e-lib/browse.cfm?elib=20456

It is an updated version of a previous one that had less detail.

The reason I posted it is that MQA stated (I think in Stereophile) that well over 99% of the material, when they chop off and dither the noisy bottom bits, there is nothing above 48khz left, so it is just a normal band-limited signal - but band-limited using a sneaky method and can be transmitted at 96k using a common compression algorithm called FLAC. FLAC has an interesting feature. If, say, a 24-bit source is used and you set the lower 8 bits, to zero, then it compresses to the same size as if it was 16 bits. It is called bit freezing. No sneaky origami, etc., is required; use FLAC with bit-freezing, and you have MQA without the BS - just an unusual way of band-limiting material distributed at 96k that supposedly reduced time smear. It doesn't matter what the sample frequency was before - these days, masters are often done in 2xDSD or even 4XDSD it is easy to convert it to 96k with just the higher frequencies that acually contain noise attenuated a bit. For the very few cases where some musical detail is chopped off, you go to 192k Flac. Sure, the material above 24khz is slightly lowered - but that is way above audibility.

If they had done that, you would not need special decoders, watermarking the audio, this authentication stuff lighting up a stupid light and all the rubbish around it, i.e. no BS. It might have succeeded then.

It is an example of how a good idea can be ruined by bad marketing.

Thanks
Bill
 
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Reminds me of something popular in The Old West here in the US.

(per Google)

View attachment 331882 snake oil​

/ˈsnāk ˌoil/

noun
a substance with no real medicinal value sold as a remedy for all diseases.

Traveling salesmen would go around, making short stops in various towns, and put on a show trying to sell their 'Magic Cure for [enter your condition - whatever it is].'
 
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For the life of me, I don't see what Lenbrook is doing with MQA. I am sure they have a plan and their BlueSound Node is one of my favorite products in the audiophile market today but I don't get what they are doing with MQA. Perhaps over time, I will see the light but when we review DACs, lots of my staff mention that the audiophile DAC doesn't support MQA. Is that a big deal anymore? When I am doing a DAC review it isn't but that's just me, what do you think.

Jerry Del Colliano
Publisher
FutureAudiophile.com
 
They say that Betamax videotape was like that. I dunno one way or the other. It was endorsed by Martin Mull...