I visited an Apple store back then around half a year ago. At that time I was carrying my portable rig Sansa Fuze > FiiO E11 > JVC HA-S500. I've heard mountains of praises for the Brainwavz HM5 so when I saw the store was putting up Fischer Audio FA 003 as a display testing unit I didn't hesitate to drop by.
It was running through an iPod Nano 6. I listened to a few test tracks and I immediately noticed something wrong. The music sounds horrendously compressed and bad. I figure the employees had uploaded their own downloaded low bitrate tracks in the iPods and iPhones because they all have the same sound quality. I browsed until I found a familiar band and track (coincidentally was in my Fuze too) and I had a listen.
The store employees got curious as to why am I particularly interested in the headphones alone while other people would mostly play with the Macbooks and iPads. Polite bunch of people, love them. So one of them offered to give some information about the headphones. So I asked him to listen to the music and detect what's wrong with it. At first his face was just straight and said "They sound fine..?". So I offered him to listen to the same song through my Fuze+E11 with the FA 003.
Immediately his facial expression changed as if he was transported to a different world. After some moment he opened his eyes and said "That this is good" pointing at my rig.
What ensued was a small talk about bitrates and stuff.