I wouldn't call it marketing hype. And I think most people miss the original intent of the standard (see Julian's comments above). It was meant to provide a standard by which amplifier measurements were to be conducted and the results/performance reported and advertised in order to provide an equal basis of comparison. It wasn't meant to "prove" what the delivered power in your vehicle would be (i.e. with less than 14.4V), it wasn't meant to indicate what level of distortion was audible, etc. But when you had some amps rated at 12.5V @ 1% THD and other amps rated at 17V @ 5% THD, or listing "max" power figures only, it was more difficult and confusing for customers to make an informed decision because all they would look at was the wattage amount and not how that wattage was determined. The CEA-2006 standard provided a standard basis of comparison by identifying a specific set of test conditions by which compliant amplifiers are measured and rated. The only reason 14.4V was chosen was because that was the only way headunit manufacturer's would agree to use the standard. Is it perfect? No. But it might be better than no testing standard at all. Is it going to be precisely indicative of the performance in your car? Well no, but non-CEA-2006 rating methods don't necessarily provide that information either. Is it possible to cheat? Sure, but who says the non-CEA-2006 guys aren't lying and/or cheating too? Is it "marketing hype"? Not really, it provides and equal basis for comparing two amplifiers which is something the industry didn't have previously. Logically speaking it has nothing to do with marketing as it's simply a test methodology that provides an equal basis for comparison. At some point we could call all amplifier ratings "marketing hype" in some manor. That said I do understand why some manufacturer's chose not to participate. But I think most consumers don't actually understand the intent of the standard. It was never about marketing or the performance itself, it was about providing a level playing field by standardizing testing methods. Like I said, it's not perfect (really, what standards are?) and I do understand the issues with it, but atleast understand what it's intentions were and were not. Very informative! We should sticky this as it will be benefical to all. Thanks for the insight. I always heard it was "Marketing Hype" from so many different people. Didn't know what to think.