BEHIND THE SCENES AT HEAD-FI: The above is the marketing genius of sites like Head-Fi and Wine Spectator. This all plays into the Head-Fi recipe:
Censorship – Head-Fi bans discussion of blind testing on 98% of the site and they have censored or banned members who speak out against Head-Fi or their sponsors. They take many actions to heavily tilt perceptions in favor of visitors spending money they probably don’t need to spend.
Questionable Gear - Some of the most hyped gear on Head-Fi, in my opinion, is snake oil—Audio-GD, NuForce and Schiit Audio are three examples arguably based on hype rather than solid engineering. Some of it is sold through very limited sales channels and Head-Fi is probably responsible for the majority of the sales.
Massive Advertising - Head-Fi is a banner farm of advertising that includes $1000 iPod cables. The advertisers want to capitalize on the doubt created among Head-Fi visitors and having the moderators and admins acting on their behalf.
Infomercials – Jude, and others at Head-Fi, produce what many consider “infomercials” promoting products for Head-Fi sponsors. When Wine Spectator granted the Award of Excellence to Robin Goldstein’s fake restaurant they suggested he also buy an ad on their website. Those sorts of cozy behind the scenes relationships are present in the audio industry as well. See Stereophile Exposed below.
Biased Evangelists – A disproportionate number of Head-Fi posts are made by what some consider shills who “evangelize” and fiercely defend products sold by Head-Fi sponsors. Some might be just rabid fanboys, but if you look at the products that receive the most positive, and greatest number of, comments they’re usually from Head-Fi sponsors and are often somewhat questionable products that probably wouldn’t do nearly as well left to their own (lack of) merits.
Deception – To the casual visitor, Head-Fi just seems to be an open forum where average people can talk about headphone stuff. But it’s really owned by a commercial entity that’s using it as a marketing machine. And it’s not “open”—see Censorship above. It’s a private forum run for profit. From what I understand the moderators and admins receive a steady stream of free gear while Jude receives all that plus serious income. It’s no longer just a hobby to these guys.