While I understand why you may think that, and I do have some issues with how Sennheiser is doing it, it is understandable on their part. It is an extremely desired headphone to demo. Extremely. And it is also a scarce one. Since it costs ~$50,000, they aren't going to bring more than one to the CanJam. Therefore, if they didn't do this scheduling, everyone would be fighting to get in to demo it, and some people might take a long time and deny others the opportunity. Also, since it is open, demoing it on the noisy show floor is definitely less than ideal. The private room is much better. So this scheduling system prevents people from having to wait to hear it, while also making sure no one takes too long. My only complaint is that they pick the source, and you therefore probably can't choose the exact songs you get to listen to. Luckily, I got to spend a half hour with it at the Sennheiser NYC popup store last year, which was incredible. That one was hooked up to Tidal so I got to hear what I wanted.