Here's a bit of psychological insight for you - you deflect as a tactic to avoid answering questions directed at you.
Pot. Kettle. A rather darkish colour.
Now say why my view of my customers motivation for being reticent about Jplay is wrong? Every unbiased reader will know exactly the thought process involved when they have spent money on a product & then are given a suggestion that buying some playback software for an extra €100 will benefit the sound. Yes they will try it if it is free to trial but are already predisposed to NOT spending the extra money UNLESS the playback software actually delivers the goods.
One simple answer - perhaps your customers are somewhat typical audiophiles who have a nagging feeling (or obsession) that their system could possibly be even better, and who get gratification from improving their system (despite the fact that their systems already are way beyond what they themselves can hear). In that situation, if somebody they see as an authority and expert comes along and tells them that for a mere €100 their system can sound even better, don't you think that they are tempted to a) agree with the assessment that it does indeed improve the sound, and b) spend that €100 that is a small fraction of their total system cost.