Many reviewers stress that Monster HDMI cables are not needed for lower-resolution televisions or over short distances and that the difference in audio quality is not substantial enough. Relationship with retailers Monster Cable and similar "boutique" cables are a substantial source of revenue for retailers of electronics, such as DVD players and TVs. While the profit margins of DVD players and TVs may be low, the profit margins of Monster Cables and similar products provide supplemental revenue for these retailers. Employees of such retailers are trained to market and bundle Monster Cable and similar products in order to increase profitability. According to The New York Times, profit margins for retailers can be 40 percent or more and The Consumerist reported that one retailer was selling some cables at an 80 percent markup. This has led to criticisms that sales staff are motivated to sell high-end cable products to customers that don't need them and to be aggressive in order to obtain incentives. Monster has responded by saying that markups are determined by the retailer and are usually less than those found on clothing, jewelry and furniture. As of 1998, Monster spent $13 million a year in training and incentive programs for salespeople. The sales staff are provided data on their performance in selling the cables and top-performers are sent on all-expenses-paid vacations. Monster also hosts its Retailer Awards at CES each year, which the Las Vegas Sun called, "one of the biggest events on the CES party circuit". See also Audiophile controversies References External links Audio equipment manufacturers of the United States Headphones manufacturers Wire and cable manufacturers Privately held companies based in California Manufacturing companies based in the San Francisco Bay Area Companies based in San Mateo County, California American companies established in 1978 Electronics companies established in 1978 1978 establishments in California Brisbane, California