Really, the investment is into our own pleasure. And there anything goes. Our Danish hifi consortium's rapid growth illustrates that serving this basic fact really works as long as POI—pleasure on investment—is unusually high. It's why Aavik mount class A output transistors on massive copper slabs. "Copper lowers output Ω, improves damping factor and runs devices less hot." It's why they installed their own cryogenic immersion tank on site. It's why they're frequent visitors to a local university's magnetron sputtering unit where critical parts are coated with micro layers of titanium, scandium, diamond or zirconium. By financing such exotic R&D with their purchases, the group's most well-off clients become patrons to these arts. Those of us on the lower end of the discretionary income scale get to enjoy the trickle-down effects in whatever pages of this catalogue we're comfortable shopping.

It's how the luv spreads around.

Aarhus airport even has a special parking zone for it.

On another culinary bender, the Danish restaurant Geranium voted World's Best for 2022 charges 3'200DKK for their 3-hour 'Summer Universe' menu. Wine pairings under 'rare & unique' demand 18K. Checking my currency converter, that made it €430 for the meal for one person, €2'400 for their ritziest bottle of wine. Priorities. We all have ours. And they differ; a lot.

Gastro tourism—visiting a foreign country with the intent to include elite fine dining—is a real thing. So is elite hifi. We just needn't travel for it. It comes to our digs. Then it stays there. Convenience. It's a real thing, too.

So is profitabillity. Without it, companies can't afford R&D or well-trained staff. They can't afford slabs of solid copper on an integrated amp like this Aavik I-880. They can't afford to attend lots of audio shows; to fly journalists to their factory and tell that story; to happily ship costly heavy loaners to reviewers. Remaining visible to make continued sales is vital to any business. Many simply can't afford the constant marketing that goes with it.

Audio Group Denmark clearly have those aspects licked. All of it runs on money. Enthusiasm alone won't do. But retaining enthusiasm amidst attending to proper accounting and its needs is yet another challenge which can be lost to bean counters and corporate overlords. Here too the Dansk team seem to have found an enviable balance. It's why it's fun to review their products. They're never me too. They're always obsessed with performance. And most of them look really good to boot. Due to supply-chain jams as of mid August, first X3 production prior to a January 23 2023 drop is simply unlikely we're told. Good things are worth the wait.

… to be continued…