Effect Audio Eros S 1st anniversary edition

Effect Audio EROS S Anniversary Signature Series

Disclaimer

This is my first time owning an Effect Audio cable, I tried Cadmus 4 wire before and that is all the experience I have with EA. All impressions are my own subjective thoughts, I have used the cables over three weeks to gather my thoughts. I am writing this review in exchange for getting the cables free, they will also attend some meets for more to try them.

I know that cables is a heated topic, I have self been a sceptical person. So if you're against the description of cables, it's better to just stop here. I also think that cable is the thing that changes the sound the least in the chain when looking at IEM, source and tips.

Can be purchased over at Effect Audio:

https://www.effectaudio.com/

This is a very subjective hobby where everything from experience, anatomy or age will affect what we hear. Also keep in mind that it is easy to use bold words when talking about differences, while it may be perceived as a small change for you. While I can perceive something as natural sounding, I do believe we can never get a perfect performance similar to what is achieved live.



About me and my gear used for the review

My audio preference is neutral with increased low end, mids and treble can be forward but not too much. I am a believer in having different tuned gear for different genres or moods instead of chasing the single perfect one.

Main music genres I listen to are metal, electronica, jazz, R&B, Pop. I am a music lover, and can also listen to almost all the genres out there. I have been into music gear since the mid 90s, gifted some big speakers at an early age. Then moved more and more into headphones with the Koss Porta Pro and a Sony Discman and Minidisc.

I have also tried playing many instruments over the years from piano to sax and have a feel for what's a natural tone, but not the biggest patience in learning to play. My wife has also played many instruments from string to wind instruments and also piano.

My current standard in Headphones is ZMF Verite and Beyerdynamic T1 G2.
Verite is my favourite for acoustic music and especially metal, while T1 for electronica.

My current standard in IEMs is AüR Audio Neon Pro and AüR Audio Aurora. The Neon Pro has 10 BAs, and has a near perfect tonality for me on the brighter side. AüR Audio Aurora 2 DD + 6 BA has one of the best bass qualities I have tried in an IEM, while not taking over the mids and showing superb natural sound.

Gear used this review:
In the main rig I use Topping E70 DAC together with the Topping A90 Discrete headphone Amp. I also have a Schiit Lokuis I can swap in if I want to do a little analogue EQ.
I have also used the Feliks Audio Echo, one of the more silent OTL amps.

Portable gear under the testing have been Cayin N7, HIBY R6 Pro 2, HIBY R6 III, FIIO BTR7 and Penon Tail.



So who is Effect Audio

Incorporated in 2009, Effect Audio was founded to meet the needs of a niche segment of the audiophile and music industry professionals market.​

Effect Audio makes audio cables for the audiophile market, aimed for the more high end user than budget segment. Cables have a wide range of materials and price, even if the price is high you get a more premium delivery than all the budget brands out there.
Suyang funded Effect Audio and has been developing and exploring new cable ideas since the start, the model line-up since start.:

Legacy Era



Silver Era



Golden Era



Building A New Age of Classics



https://www.effectaudio.com/about-us



Eros S Anniversary Edition is Here to Spread Love

The Eros S Anniversary is the same material as the original Eros with UP-OCC Pure Silver Litz and Pure Copper Litz Hybrid, but here in different sleeve and hardware. Taking inspiration from fireworks during celebrations, cable is black like the night sky with gold particles sparkling up the sky.

Eros is the Greek God of Love, he had unwavering passion to spread love. With his immense love, he readily strikes at hearts with great accuracy and converts all beings to his followers.
Interesting description of Eros and I would say it's a cable that just seems to match every IEM I pair it with.

Sound is with excellent tonality and is highly resolving, very well rounded. You get a taste of the Ares note weight, but get a more open sound with clearer mids and treble. Stage is opening up in both width and depth over Ares, also giving you better separation.

• Selected Premium UP-OCC Pure Silver Litz and Pure Copper Litz Hybrid
• Septuplet Multi-Sized Core Bundle
• 26 AWG 8 Wires
• EA Ultra Flexi™ Insulation
• ConX® Interchangeable Connector
• Rhodium Plated Brass Straight type Plug

I own one other cable with a similar mix of material as the Eros S, but Eros S being a much thicker cable with 8 wires. This cable is the Penon Mix, also half silver and half copper. Penon Mix is brighter than Eros S Anniversary, but not more detailed and open. Mix lacks the note weight and open sound on Eros S, it's not as balanced and resolving as Eros.





Accessories and Presentation

I got the cables delivered in the full box set and not the normal review bags, sealed in plastic and totally fresh. The boxes of all the signature cables 8 wires have a nice clean design with the logo representing the cable inside. Ares S 8W a copper looking warrior with helmet, matching the cable perfectly. Cadmus 8W you see the head is in copper and helmet to shield him that is white, nice touch putting the silver plated copper design into the model logo. The EROS Anniversary 1st Edition is the only representation with the Eros Greek head in black, but again this represents the cable and looks also good while less flashy. The Eros also don't say anything on the front of the box what material it is, while this is clearly stated on Cadmus and Ares.

Opening up the lid you see the cable and splitter wrapped around the next layer in a beautiful presentation, the only thing making it look bad is the plastic cover on the splitter. But it's smart they do it to produce the splitter design so it doesn't get any marks.

There are not many accessories in the box, you get some papers with info about changing the modular pin system. You also get the cable tie that I really like, it looks thick and premium and suits the cable. There is also a pouch with the cable, this is quite small and I don't feel any use for it. Instead of the small pouch they should have included an IEM case with EA branding, large enough to fit the cables and an IEM.

I also got a set with MMCX connectors on the side, a small box with the tool and the pins.



Quality and Comfort

The cables look stunning all of the three, the Cadmus is maybe the one I would call the most beautiful. I am a lover of white cables and the Cadmus doesn't disappoint, braided perfectly with all 8 wires being the same, the braid is thick but quite flexible still.

The Ares is also beautiful, and has a clean copper design. Here half the wire is a different copper than the rest, it's also thinner wire than Cadmus and is slightly smaller. Only downside is that the braid has a tendency to not be as tightly braided as Cadmus, so when not straightened out you can see parts not being tight with half the wire.

Eros is black and has gold elements into the shielding, it also has an oily look to the outer layer. I find this cable very beautiful, and matches up perfectly in design with many IEMs I own. It is similar to Ares as being smaller in the braid and thickness than Cadmus, also having the same issue where some wires are not as tight.

The quality of the hardware is high level, splitters are beautifully crafted. Same for the plugs for the 4.4mm and the IEM side, the plug also has some nice weight to it not feeling cheap.
The 2 pin connectors have very nice thickness, not too loose and not too tight. I believe one of the included 2 pin connectors is slightly thicker, so some QC can maybe be improved. The mmcx is also very nice, not too thick or loose on the few IEMs I tried on.
The comfort of the Eros Anniversary is the most comfortable of them all, it's softer and smallest in the braid. This actually feels closer to some 4 wire cables I own, don't feel heavy or stiff making it very good for 8 wires.
Ares is also very good, just slightly behind the Eros. It's a little more stiff than Eros, but I still consider it daily comfortable to be 8 wire.
Cadmus is another story, it's more prone to memory and is also much thicker than the other two. It's still fairly comfortable when we look at how thick the wire is, some of this due to the ear guides.

I know many dislike ear guides on IEM cables, but here they work in your favour. They help lock the cables in place and provide a better seal with IEMs, just making it more secure. This can take down comfort if the IEM is pushed too strongly into your ear, what I did was just to undo some of the memory making them work better for me. And now I find the comfort of having ear guides on them good, and I may say these are some of the best ear guides I have tried on a cable.



IEM pairings




AüR Audio Aurora

The Aurora is a hybrid IEM with 2 DD and 6 BA. The sound of the Aurora is neutral with great extension in both the lowest and highest frequencies. Mids is in focus and is very clear on both instruments and vocals, there is no bass bleeding into mids. Bass is on the warm side with great nuance and impact, very good balance of decay and speed.
The upper mids and treble has no problem peaks and is also clear and relaxing at same time.
So the Aurora is neutral sounding with a slight bass warmth, making music sound very natural.

Going from the Ares S 8W to Eros S Anniversary, is perhaps the biggest sonic change I have tried when swapping cables on Aurora. The amount of fullness the Ares gives is quite impressive, everyone who lacks body to their Aurora should try this one.
The Eros S8 truly opens up the sound and makes it more clear and nuanced, it's already very refined and open sounding so this just adds to the characteristics of Aurora.

Cadmus is also nice, but I don't think it has as rich midrange as the Ares or Eros.





AüR Audio Neon Pro

The Neon Pro is a IEM with 10 BAs per side, the sound is so coherent I would have believed it was 1 driver. It has high sensitivity and very small impedance at 5ohm, so it's perfect to show cable differences.
The sound is neutral and warm with a slightly U shaped signature, more so with the switch on than without. Without it is actually very neutral sounding in all frequency ranges. I do not not notice any BA timbre, just a very natural sound.
The low end is also the best I have heard from a BA set, could have tricked me into believing it is DD. But it will always be a little fast compared to most dynamic drivers out there.

I have always preferred copper cables on Neon Pro, so what I am saying now is against what I usually do.
Eros S Anniversary is a clear favourite, it has perfect note weight and just adds to the resolution and stage. Never heard my NP this open and grand sounding, just a balanced and perfect cable for NP. Bear in mind I use the Neon Pro with the bass switch on.

Second best is Cadmus 8W, just a very good balance. But actually more hot up top than Eros S Anni, so here it depends how sensitive you are.

Ares S is also good, but mostly only for the switch off. Just add richness, but it is also the least open combination with NP.





AüR Audio Aure

The Aure is a hybrid IEM with 1 DD and 6 BA, tuned to be W shaped in its sound with spectacular mids. Bass is lush and a little slow in the decay, adding a more analog feel to it all. Mids are forward and slightly thick sounding, vocals are very in focus and have extra warmth. The high range is also a little forward and energetic, still not what I would call bright. But a clear treble that is not behind the rest, overall a tasteful and musical balance.
The dynamic driver is also full range and goes into both mids and treble, making it sound closer to a DD IEM than most other hybrids.

Soundstage is special, it's not super wide and deep. It puts you more inside the recording, letting everything appear around you.

The Cadmus S8 Wire is a good match for the Aure, it handles the mids the best of all of them. Just more in control and clear, better than both Eros and Ares.
Second best is going for Ares S 8wire, but this can be too thick sounding for this IEM. So also goes back to taste and music you listen to.
Did find Eros S too hot sounding, why it’s last when comparing here.






Penon Serial

The Serial has been a favourite IEM for me for a long while, it has 3 DDs per side. Sound is described as many things, analog and natural even. Slightly dark sounding, the bass and mids are forward and steals the focus. It is also on the slower side, so not the main set to use for super fast and technical music.
Soundstage is okay, and technicalities and resolution is also just average

Already knew beforehand what cable I would prefer from the Signature series, and that is the Eros S Anniversary. Penon Serial needs what it can get to open up the stage and treble more.
A good second option is the Cadmus, and is almost as good as Eros S. Cadmus has maybe the most balanced way for Serial without changing anything.





ISN EST50

The EST50 is a tribrid with a large DD, 2 BA and 2 ESTs. Sound is quite huge and also has some analog character like Serial, but is clearer and higher resolving. Bass is big, especially in the sub range. In a way this type of bass is my favourite, as it is boosted but less in mid bass than sub. Weakest part of EST50 is the mids, it lacks some magic and fullness. Treble on the other hand being clear and never peaky or aggressive.
Soundstage is very wide and holographic, not the deepest and goes more to the sides. Resolution is a mixed bag, I would say its average.

Due to this I prefer to have cables helping the mids forward, when looking at the Signature series then I like the Ares S 8W the most. Just seem to get off the bass and mids out in the mix, even if the EST50 don't need the extra bass from the copper.
Cadmus is my least favourite due to actually smoothing the mids more out, and Eros S seems better. Eros S has a good balance, but still thinks the added richness of the Ares is the way to go here.



634ears MIROAK-II

MIROAK-II is the newest model from 634ears, single dynamic driver config. Very special IEM that is handmade in Japan where you can choose the backplate material and wood type for the sound signature you want, or just for the look. Very organic sounding, it's natural on all the ranges with a smooth and fun sound. Have extra warmth to its low end that is very pleasing, and in harmony with clear treble that is not peaky.

Soundstage is wider and deeper than most single DDs I have tried, and has great layering and separation.

Ares S is my favourite, since this IEM is analogue sounding similar to Penon Serial but not dark. The added richness of Ares just gives it more note weight and fun factor, stage is not affected as much going for Eros S and Cadmus. So I value more just having the sound being big and fun, if you do move to Cadmus you get some more treble detail. Same when going to Eros S it's slightly more open up top, but I don't feel the need for this with MIROAK-II.

Also since Cadmus is a little more stiff and thick on the braid it's not as comfortable as the other two. More important on this IEM as it's not as snug fitting as my other models, but at same time the ear guides makes it be pushed correctly into the ear.





Sound Rhyme DTE900

Sound Rhyme DTE900 is the newest release from them, tribrid with 1DD, 4BA and 4EST. Sound is large and multi dimensional, slightly above most sets in resolution while staying on the fun side. Bass is a good mix of being boosted and fast, not bleeding too much into mids. Just give a slight boost to low mids like I prefer, vocals also very clear and present. Treble detailed while not being peaky, never sibilant.

This was hard, as all 3 are good with DTE900. Perhaps my favourite goes to Ares S as it's also expansive and clear sounding, just boosting the bass and low mids even more. For some this will be too much, I like that it adds to the character of the IEM instead of trying to change it.
Cadmus is also good and adds more treble presence and open sound, also Eros S takes it even a step higher.
So in the end are all super good upgrade cables for DTE900, and at the end of the review I have actually used Eros S the most.



Okavango

The Okavango has similarities to other IEMs I have as in being low end boosted with great mids and treble, it reminds me very much of a mix of Serial and Aure.
Soundstage is average and due to such warm sound it's not the most open sounding IEM out there. Very fun IEM, with maximum foot tapping factor and not being tiresome.

Both Cadmus 8W and Eros S Anniversary are best, and here I prefer Cadmus the most. It seems to have better mid control while keeping the treble more open and clear.
When listening to the midrange it seems to have a more natural presentation on Cadmus over Eros, so both vocals and instruments have that extra realism and presence.
It also keeps the low range full sounding, without being bloated.



Conclusion

This is the first time I have such expensive IEM cables from a more well known brand and not a small maker, the cables clearly show the cost in both presentation and quality. And you get a cable that is worth more over the cheaper offerings out there, so for many design and quality alone make this worth the price.

Cables is a very discussed topic, and while I do hear changes going from cable to cable I also doubt it to a small degree. But even so I appreciate the Signature cables a lot, and love the process of finding what cable suits which IEM.

While I wouldn't buy all three of the cables, buying one or two is something I could have done after having tried them now.

And if I have a clear favourite of them it's EROS S Anniversary for its technical and well rounded sound. Second is the Ares S 8W with its thick and fun sound, not lacking in technicalities either.
Last is the Cadmus, it's also extremely good and the most beautiful and premium feeling cable of the three.

If you're still here reading, you probably are not a cable sceptic. And if that's you, I have no problems recommending the cables. While I found this very hard to write about, I also enjoyed the experience trying to put my thoughts on paper. Thanks again to Effect Audio, now they are going on loan to a few audio friends to spread the Effect Audio taste.

Eros S 1st anniversary

Hybrid cables by sheer description means at its base cores are using two types of materials. The Eros S is a well-reviewed true hybrid cable utiling UPOCC copper litz and UPOCC silver litz materials interweaved in 8 cores. To be specific 26AWG in 8 cores.

The new 1st anniversary edition ditches the stock gray sleeving of the original and goes for a fresher looking, shiny black with gold accents. This carries over to the brushed/polished aluminum and carbon fiber accents that makes the 1st Anniversary version stand out.

I own and use several pure silver and copper hybrid cables, so I have some clear expectations of its performance. It is the Eros S out of the 3 signature series cables that is arguably the top tier of the signature series, and it has to do with it being the only cable out of the 3 to include cores of pure silver.

If you have ever used pure silver cables for IEMs, then you will have a good understanding of its properties when connected to your IEMs. And on the opposite end of the Eros S make up includes a very good standard copper material for EA, UPOCC copper. This particular type of copper material happens to be some of the best in the industry when it comes to its sound enhancing ability and here, we get a marriage of both materials that form the cohesive sound enhancing ability of what the Eros S represents.

The 1st anniversary now has a new look called the stardust noir theme vs the standard Eros S more standard gray colored sleeving. All black shiny PVC with gold flakes enhanced with gold plated anodized aluminum conx 2 pins and a Rhodium plated plug that really make the cables stand out. Arguably one of the better-looking IEM cables I have ever used. The 1st anniversary is a stunner out of the box. The new all black look really enhances any IEM it touches as its thicker 26AWG 8 wire configuration is softer than it looks and is lighter compared to similar cables, its brother the 8 wire Cadmus for example is the same thickness but is not as light or as soft as the Eros S.

The new Eros S finish is not only soft but is also much more pliable than most sets that use this much material. Has no memory and while there is a certain element of cord noise it's not any worse than any other type of cable with a PVC finish when used over the ears. The Eros S 1st also comes with a new specialized stardust noir themed pouch to use with the cables.

You can look up more information about the Eros S 1st anniversary on their official pages shown here. The Eros S 1st anniversary was provided for the purpose of a review.

As per their sound enhancing capabilities. These observations are as follows. Tested on several of my well-reviewed IEMs, the Penon 10th anniversary, Penon Impacts, TSMR RGB, Penon Turbo, and ISN Neo5. All testing was done using the cables these earphones come with to get a good idea of what the Eros S 1st is doing vs the stock cables.

It was clearly evident that the Eros S is using higher end materials for its make up. You can tell due to how resolving the cables are. UPOCC copper is one of my all-time favorite materials for cables and Effect Audio uses only the best copper materials in the industry for all their cables. The signature series all utilize this material with excellent results. The Eros S 1st uses the UPOCC copper as a base for the cable's sound shaping properties but then adds cores of pure silver. Which enhances the copper's ability for enhancing technical aspects for a sound.

The first aspect of the ErosS attached to my IEMs was its ability to enhance a stage perception. Sound gets wider with a deeper stage on all the sets I have tested the cables on. Stage enhancing ability has to do with how a cable enhances details and imaging which the pure silver has a lot to do with these aspects. Overall emphasis for the Eros S in general is more of a U shaped in emphasis meaning while it does not enhance mid bands to have a greater note weight it does enhance extension for the IEMs on both ends. The copper working on the bass, the silvers working on the trebles a combination of both working for the important mids of your IEMs sound signature to enhance an IEMs technical ability.

Its mids enhancing is a bit more grounded meaning the Eros s will not add an added thickness or fullness to a sound profile but will provide a level of transparency, detail and imaging that is easily some of the best for cables at this price range.

The consistency of the UPOCC coppers used in Effect Audio cables are that they give a reference level of black background which makes your IEMs sound more dynamic as a result. The Eros S clearly benefits from this base material. Your IEMs tonal character is not skewed to be brighter or darker using the EROS S while your IEMs technical aspects. Its sound stage, imaging, sound separation, clarity and detail levels are all enhanced.

You might be asking if the Eros S does all these things then why spend more for a higher end cable like the Fusion 1 for example?

The differences from the Fusion 1 is that it is using much more variations of copper material with gold and silver but more importantly it is using much more sophisticated geometry to attain what those cables can do for an IEM. The Eros S has excellent base sound enhancing ability but does not layer a sound quite like the Code 23 or the Fusion 1 cables. Which makes both these cables cost accordingly and in the industry where anything that enhances a sound level to a “higher level” will demand a price tag to match.
Sure the Eros S 1st anniversary is not at the level of prior mentioned cables by Effect Audio but at the same time it is clearly playing at a higher level when it comes to sound enhancing ability. I own and have reviewed numerous cables at the price ranges of $150-$350. In fact I find this is the price range where you will get a clear distinction from the sub $100 level cable category for a good reason. Price is always subject for debate on these things but for what it's worth the Eros S might be a part of the signature series, what Effect Audio considers an intro level cable. According to them but not when I compare similarly priced cables against them. These are competitively priced. What you can expect connected to an Eros S cables are as follows.

-Superb ergonomics, pliable with no memory
-Not a heavy cable compared to other 26AWG 8 core cables
-Enhances stage perception
-Enhances detail of an IEM
-Better dynamics, bass punch,bass reach and rumble
-Enhances mids clarity, imaging and sound separation
-One of the best looking aesthetically pleasing cables at any price.

Improvement for sound separation and layering and stage perception was heard listening to this track.

Connected to the ISN NEO5
Neo5 is a Dynamic + 4BA warm musical full bodied sounding IEM with an equal full bodied bass response. The dynamic on the Neo5 due to its ample impact and emphasis for bass is not the quickest when it comes to transient response hence needs a bit of better sound separation and stage for speedier complex tracks. This metal track with the stock cable brings almost a wall of sound effect due to its speedy yet paced dynamic guitar riffs, vocals and the snappy pace of the drum work. While the tuning of the Neo5 bodes better for more bass infused genres but with the right cable these IEMs was able to keep up with this track much better than the stock ISN S4 cable. Bass end seemed a touch snappier yet did not lose any of the bass impact and emphasis.

Improvement for sound stage, imaging, sound separation, details and body of note noticed for the Penon Turbo a 6BA pure balanced armature set.. Sound gets a clear expansion of stage with much better separation of the elements for this track.

This track gets an uptick in precision, clarity and the sound expansion is so clearly evident I can make out the room the track was recorded in. The stock cable for the Turbo is not a bad one but this is a case where the upgrade for the Turbo is easily heard from using the Eros S. Bass rumble and treble sizzle is enhanced which clearly enhances why the Penon Turbo is such an addictive IEM in the first place. Wish the Turbo actually came with the Eros S. I love how the Eros S does not lean out a bass end like pure silver cables do. Case in point.


Bass impact. Connected to the Penon Impact a 10BA+4EST hybrid. By default the impact has some really good bass using 4 Sonion acupass vented BAs. Impacts are called the Impacts for several reasons but one of them is not because they don't have it on the bass. Its stock cable is a $150 white Penon obsidian cable, mostly a pure crystal copper cable with some gold-plated copper cores mixed. This cable was provided due to how it enhances the mids of the Impacts. Introducing the Eros S to the Impact is a bit of the opposite of what the stock obsidian cables do. The Eros S brings a more balanced take on the Impact sound signature. A wider stage, better treble articulation, and its bass end is not sacrificed to do so. It already has one of the best sound layering of just about any IEM but this aspect also gets a slight increase. Sounds more holographic as a result. The stock cable skews the sound to be a bit more mid centric with a more intimate stage presentation. The Eros S gives more credence to the excellent well extended trebles and its bass presence much better than the stock cable does. While the mids are not as forward as the stock Obsidian this tradeoff for a wider deeper sound to get a more balanced Impacts is what the Eros S does for the impacts.

Penon 10th is a tribrid utilizing 2x dynamic+ 2 BA + 2EST. The 10th is an excellent testbed for IEM cables I found out as I have tested both the Fusion 1 and now the Eros S on them with some excellent results. Once again the expansion of stage is the first aspect I notice going from its stock cable to the Eros S. And here is a bit of a comparison against Effect Audios newest Fusion 1. The Fusion 1 specialty is its ability to separate notes in the given track and compared to the Eros S. It gives a greater noteweight to vocals and instruments. I feel the strengths of the Fusion 1 has to do with what it does for the mids more than any other aspect of its tuning. And here is where the differences really are. Fusion 1 simply has a supreme level of sound layering the Eros S or any of the signature series cannot touch. This should be the case but considering the Fusion1 cost roughly 3X as much as the Eros S. You would expect that, but here is the surprise. As far as stage enhancement goes the Eros S is right there with the Fusion 1. Its technical enhancing ability, specifically imaging is not at the Fusion 1 level but this is a case where if you haven't heard or used the Fusion 1 then that saying, ignorance is bliss. Eros S clearly enhances imaging vs the stock cable counterparts of all these IEMs I am testing them on and hence at the price range you really can’t do much better.

In the end
In an ideal world all IEM cables would utilize the best copper and the best pure silver for its makeup but unfortunately these materials cost more to produce and make. If you're going for higher end cable to enhance your favorite IEM the Eros S makes a compelling statement for one of the absolute best you can get for your hard earned money. Its stunning looks is arguably a clear upgrade from the original in every way imo. Not that the original was necessarily a bad looker but shiny black with gold accents is classy. The cables are consistent in what it does which brings a mix of what a higher end copper and a higher end pure silver can do for your IEMs and this will make it extremely versatile for all types of IEMs they are connected to. Stage enhancing with an increase for your IEMs technicalities are what the Eros S is about but then they look stunning on just about anything you attach them to. Looks and better sound, what makes for a better IEM cable? Thanks for taking the time to read.