My older sister was into music ahead of me in our grade school days. She would dabble with my mom's small cassette deck and play here Carpenters, Elton John tapes in it. I would 'squat' nearby and listen with her. But until today, some 40+ years later, she never bought any separates, and today, asked me to recommend her a boom box console and she ended up with a Bose boom box. She loves music but unlike me, never went into the upgrade itch, never bought cables that 'improved' the sound, never went into tubes or tube rolling, amp or preamp rolling, never bought multiple reissues of the same album; she just played music each day on her AIWA mini component for ages till this Bose purchase. To me, that distinguishes an audiophile (me) from a music lover. I would buy 'audiophile records' and found them to sound better than ordinary mass produced LPs. And I would believe that the target market of companies like Sheffield, RR, Chesky, etc would be people like me and not my sister.