The Challenger Company, Bose Earbuds

I think they've got to find a way of doing the demo in a compelling way that doesn't involve you actually making the purchase. This is why Bose for years gave their, you know, they had a massive money back guarantee of like 30, 90 days,. You buy their product, you use it, you fall in love with it. And then if you don't like it after 100 days or something, you can send it back because they knew this is a new sound technology. We can't demonstrate this through a magazine out of work. So I had to find a ways of doing it. It's not going to be converting anywhere near as well," he says.