Now it would be a lie for me to say that the price of the VOICE is by any stretch of the imagination 'fair', however, assuming anything SAA writes is to be trusted, here is my take on why the company is to some extent reasonable: All headphones sound different, and each one 'needs' a different composition of materials to sound their best when it comes to cables. Such as some dark headphones being better with silver than copper to make a simple example. This is where I think SAA is doing something right over other companies. Most manufacturers of cables, have an array of cables they make from a given material, and thats it, so basically a aftermarket-stock-cable if you will. What SAA claims to do with the E-series and Endorphin series, is to take each headphone, and then test an array of different conducting materialt and treatments of said materials, until they find the one that complements it the best, which is why you select which headphone to buy the cable for specifically. This concept I strongly support, and I think the price of their calbes up to the Endorphin is fair, given the effort that is put into it. As for the connectors, they are all cryogenically treated and Rhodium plated as far as I'm aware, which for example costs several hundred bucks from Furutech. And you're ofcourse paying a premium for the nice wooden parts and so on, like it or not. As for experience and knowledge about sennheiser, the founder of SAA worked for sennheiser for many years, so he should know a thing or two about their cables. Now when it comes to the VOICE its their most extensive piece of kit yet, and it is taking it to the extreme, where most common head-fi'er will jump off the train. The're is most likely a reason for it being more expensive than the other cables, but I cant think of much that would justify this pricetag, without knowing the specific manufacturing process and materials. I'm not going to defend the honey coated writing they present, but the idea that they work from is the right way to go in my opinion, now the price is the only thing they need to get right. And with the E-series I think they're entering the market for more average-joe hifi'ers... Just my two cents