Maybe it’s my (only somewhat) jaded inner journalist, but bubbly marketing language almost never rouses me. So naturally, I dismissed the phrases “rediscover your music” and “stunning mobile music fidelity,” printed on the box of Etymotic’s microphone-equipped hf2 earphones, as standard advertising blather.
After a few hours of listening to music through the hf2s I went back and read the box again, this time with wider eyes — because damned if for once some outfit’s marketing department hadn’t made a claim that was actually spot-on accurate. In fact, the thought crossing my mind as I gleefully ripped through my music collection, trying to see how many tracks would give me goosebumps, was that maybe those marketing peeps had even been too subtle about the hf2’s performance — that maybe the box should have just been plastered in wild neon stickers bearing candid phrases like “THESE ARE *&@#$ AWESOME!!” (and that’s why I wouldn’t last long in marketing).