No one is forcing you to buy it. All I'm saying is that I have heard significant differences between SD cards, they actually alter frequency balance on the DX90 and my Phone, and in the exact same way between specific SD cards, its like each SD cards introduces its own specific sound sig, as well different SD cards also having different noise floors. It is not some tiny improvement, it is clearly audible. So your last statement is like saying, why buy a ZX2 for 1.2K when you can buy an iPod for $300. The reason is because the ZX2 has better SQ right? Is the increase in SQ justified in its huge jump in price? Hmm. Same thing goes for Sony's 64gb SD card, I'm sure it will sound better than any other 64gb SD, thus the price increase. Why is it such a big price increase? Sony had to put engineering into this new product, very well knowing that not many people will buy it, audiophile daps like 1.2K ZX2 are a niche market, audiophile SD cards, are an evener nicher market, lol. I think the main reason Sony created this SD card is that when people eventually realize that the internal memory of ZX2 sounds better than their SD card, they will go and buy this, instead of complaining to Sony that their micro SD slot sounds bad, lol. Sony is just covering their own ass just in case.