the fans, the wizard, and the product. once again, they have a fanbase for a reason so I'm not saying it's terrible in general, just my mileage with them pushed me away from the brand. looking at the thread is like looking into a bubble from the outside where theyre in their own happy world of noble and nothing else exists. the wizard would never let you forget that the k10 has 30 plus 5 star reviews which, at the time when I read them, the reviewers had mostly noble products. and the products themselves, in my opinion, if we're talking brand new retail $, I think you can get better. they are exceptional iems but outside of sound it feels like they add a premium for the branding and build which tbh is very good but other iems are also looking better and better. unless you get one used like I did, (700usd for k10ua), best search elsewhere. YMMV