Having owned many THX ultra, select and NON-THX rated pieces of equipment, I can NOT see what the hype is for. Maybe someone who is more educated on the subject than I am can clue me in, but it seems like a big marketing idea than anything. Specifically, -dipole surrounds in era where direct rad. is more common -RE-EQ (for overly bright soundtracks???) -I smell direct reflecting technology type push. Also, most of the very highest end equipment (processors) don't bother with this money making scheme for Lucas Arts. Does this mean they are inferior in any way? I would put my money on not. It really kills me to see someone to place more emphasis on the THX logo than how the unit sounds. For example, I see tons of posts regarding "which type of THX receiver to select" than most other themes. BTW, I DO NOT intend that units with THX are not good, rather I am not convinced the THX cert. made them any better than they already were. In fact, I propose that the logo just made them more expensive.