[Viewpoint] The most common mistake when purchasing HiFi

As you can see, even back in the 1600s it was already clear that asking an innkeeper whether he had good wine was rather naive. Yet even today many audiophiles persist - an increasingly common habit, unfortunately - in seeking advice (or even reviews!) on what to buy from those who sell HiFi products. It should be obvious that no seller will ever tell you not to buy something; that's simply how things work, regardless of their honesty. If they're exceptionally honest, they might steer you toward a different component if they notice you're making a mistake, but they will still recommend something available in their shop. In their position, you would do the same.

It's possible, of course, that the seller is a genuine enthusiast and expert, but don't assume it. I know people in this industry who could just as easily sell HiFi gear, women's shoes, or car parts. In the past - when I still managed to attend trade shows regularly - I met some truly embarrassing characters who now present themselves as refined designers, salespeople, or experts. Believe me, it's a real zoo.

The subset of HiFi dealers who are also true experts and enthusiasts is smaller, but it does exist. Within that group, there's an even smaller subset: passionate and honest dealers. You can see how it takes a bit of luck to come across someone who belongs to this tiny category. Fortunately, they do exist - but you need to know how to recognize them.

You might argue that a retailer, having many different brands available, will simply recommend the best option, with no interest in pushing one brand over another since the sale would happen anyway. If only it were that simple! Not all brands offer the same profit margins. Some allow very flexible discounts, while others leave little room to manoeuvre. So it's entirely possible that the retailer earns more by selling one product instead of another. And even if everything were equal, they would still tend to push the more expensive component. Keep in mind that some very well‑known companies forbid retailers from publishing price lists. Other prices are available only “on request”, as if there were a touch of (healthy) embarrassment in making certain figures public. In today's global marketplace, price has become almost an afterthought.

So what should you do? Start by not delegating the choice of a component to anyone else - especially someone with a direct interest in the sale. Whenever possible, listen with your own ears and avoid being influenced, limiting your comparison to two or at most three components in the same price range. If the investment is significant, it's best to request an in‑home audition, either by leaving a deposit or by asking the seller to come over for a few hours (and perhaps paying for their time). You can supplement this with the opinions of third parties, provided they are independent - that is, without any direct interest in the sale: consultants, magazines, reviewers or more experienced friends you trust.

In the meantime, let's learn to distinguish serious dealers from those who sell “by the pound.” If they begin by talking about the discount they can offer, be suspicious. Chances are you may not be in the right place.

Do you know what the famous economist Benjamin Graham said? “Price is what you pay. Value is what you get.” Price and value in HiFi - especially nowadays - are no longer closely connected.

DISCLAIMER. TNT-Audio is neither a shop, nor a HiFi company or a repair labouratory for HiFi components. We don't sell anything. It is a 100% independent magazine that neither accepts advertising from companies nor requires readers to register or pay for subscriptions. If you wish, you can support our independent reviews via a PayPal donation. After publication of reviews, the authors do not retain samples other than on long-term loan for further evaluation or comparison with later-received gear. Hence, all contents are written free of any “editorial” or “advertising” influence, and all reviews in this publication, positive or negative, reflect the independent opinions of their respective authors. TNT-Audio will publish all manufacturer responses, subject to the reviewer's right to reply in turn.

February 2026 Editorial

Asking the innkeeper if he has good wine!