The hear them yourself category is split into the following
1. Those who would hear it themselves, and no matter how good it sounds, buy the other thing, the one they haven't heard but were also curious about. This is how many components, especially cartridges, get sold without audition even though buyers know of a cart they have heard and like.
2. Those who have already made up their mind to buy it, and will hear it for the sake of saying they auditioned, then buy it even if it does not sound good. I actually know people who decided to try components (say amp), went to Munich, amp room was sounding bad, they said so too, but then bought it anyway. This is how many Munich rooms get orders during the week (from private individuals, not dealers)
3. Those who decide to check something out, go to a show like Munich where it is inappropriately set up, then say it's crap.
Very few in the hear it yourself, evaluate, and then buy or not buy based on merit.