This has to be a prank.
Sadly, they seem quite serious. The key question is how much does it cost? If it costs less than $100 you can be sure it doesn't work. If it's more than $100 but less than $1,000 it will definitely make an improvement in the sound, but only a subtle improvement. However, if it costs more than $1,000 you can be sure the improvement is substantial. I can just see the magazine reviews now:
"As a natural skeptic I don't usually pay attention to products like this because most work on the placebo effect. So imagine my surprise when I tried it and found the music was improved enormously. Even my pet gerbil commented. Bass was much tighter, the highs more airy, and pace and rhythm were improved beyond my wildest dreams. I used to be a skeptic, and you should too, but in this case the product works as advertised and then some. I can't say I understand how it works, but it does work. Highly recommended."
