Companies must do what they must to increase their presence in the marketplace, I suppose. I don't quite understand the move though, since it isn't like Klipsch is a start-up company that isn't well known. After all, how many mass consumers have heard of sunfire, svs, krell, nad, tag mclauren, or velodyne? True, I don't like seeing our beloved Klipsch in worst...ahem....best buy, but atleast it's just the synergy series, which are not THAT great. I would die if the reference series found their way into that speaker showroom.