Just to keep hysteria at acceptable levels, remember Universal isn't really introducing a new format here, it's just Blu-ray with buzzwords. Unlike DVDa and SACD that require seeking out specific hardware that most homes don't have (or don't know they have, in the case of the many c.$100 Sony Blu-ray players that'll play stereo SACD via RCA or multichannel over HDMI), the bar for entry isn't high- just buy a Blu-ray player. Anyone that wants to can release hi-def audio on Blu-ray, Universal isn't unique in that respect, but what is frustrating is to see a major player enter the fray but stumble around so cluelessly in terms of content and marketing. Once they've finished farting around and underwhelming their potential customers nineteen different ways the 'lessons' the industry learns won't be 'get your act together and people will buy hi-def, especially surround', rather 'there's no market for hi-def/surround on blu-ray'. Sorry, hysteria levels just rose again.
The target market for the 'Pure Audio', beyond people who lurk and/or post here, isn't clear to me- in an age of declining music disc sales are they hoping to siphon off some of the hi-def movie market with hi-def music? "Instead of parking yourself in front of a movie, sit and focus on how great music can sound". If it works and makes converts for better audio quality, yay. But that doesn't reflect the way music sales or listening are heading, so it would require effective marketing and intelligent decisions on content (surround, bonus video, synched pretty pictures, whatever) to appeal to the broadest possible market, create a perception that there's greater value of whatever kind to Blu-ray audio versus CDs or downloading and thus to carve out a little piece of the media market.
I bought the HF/PA Blu-ray Rolling Stones 'Grrr' collection (had to go to AmazonUK to do it) because I knew their catalog had been redone on SACD years ago and I'd never heard or bought any of it. The price of...$30 with shipping? I forget the exact figure, not too high but what pushed me over the sales resistance threshold was the fact that out of 50 'greatest hits' (mostly) I was pretty sure I'd enjoy more than half, no matter how badly recorded the material was in the first place. Still no regrets, the sound is great but the onscreen menu is a grid of microfiche-sized numbers that I can't read from across the room keyed to a list on the back of the case. The 'grrr' title and front cover graphic of a gorilla with Mick lips suggest a company not really trying. For my money, I got exactly as little as they could get away with. I have an old Fleetwood Mac at the BBC DVD-a where someone at least took the trouble to find band photos from the era it was recorded and have them change for each song - for a new adopter of surround/hi-res music, which one would give you a sense someone cared about your user experience? Remember Universal's potential market is going to play 'Grrr' and its ilk on what is primarily a video system, 'cause that's what blu-ray players get connected to. Pretty often there are surround speakers too...
One last little rant, as posted to Music Direct when I finished complaining about the Nick Drake 5LL ridiculous shipping charge:
Universal's whole 'no compression Blu-ray audio' sales pitch isn't as clear as it could be. Maybe 'no data compression' would be clearer, since any commercial release that's been 'mastered' at all has had audio compression applied to some degree, with varying amounts of taste. Since 'loudness wars' in mastering are the bane of many audiophiles, it seems like Universal and/or you are straddling the two meanings of 'compression' hoping for a double-buzz-word score. Red-book CD's aren't 'compressed' in the data sense either, so to me their whole blurb smells of shill. I love hi-def music, especially 5.1, so I'm pissed off when a 'major label' drops the ball on surround and discredits hi-res in general with dubious-sounding sales pitches. Rant out.
Back to lurking, pardon my purging.