Audiophile explains audio file
Here's Moorman's diabolical scheme: "Because we're closed on Sunday and Monday, we loan out stereo equipment for people to keep until Tuesday morning. On Saturday nights, people are lined up" at the counter to check it out. On Tuesday morning, Moorman says, they typically return to buy whatever they checked out--and if they were comparing two components side by side, they buy the more expensive one.
Since 1989, Moorman has been the local purveyor of creme de la creme audio gear. Overture's DACs, CD players, receivers, and speakers start in the hundreds and go up to the five figures. Various cords and minor gizmos, of course, go for less, and he also sells some used equipment on consignment.
A self-described "audiophile" with a droll, relaxed sense of humor, Moorman doesn't really see himself as taking advantage of customers. He's giving them the opportunity to hear music as he hears it. "It surprises most people. They come in hoping they can't hear the difference, but they do."
What kind of people are still buying high-end stereo equipment these days when everyone is seemingly plugged into an iPod? It's a smaller market than in the old days, he agrees, now composed of mainly "audiophiles and gearheads.