I posted this in another forum recently. It seems relevant to the current discussion here:
On the issue of subjective listening, I'd like to recommend this book: "A Mind of Its Own - How Your Brain Distorts and Deceives" by Dr. Cordelia Fine. It is a great read and explains in great detail how our brains can fool us. The titles of the nine chapters are pretty self-explanatory:
1. The Vain Brain
2. The Emotional Brain
3. The Immoral Brain
4. The Deluded Brain
5. The Pigheaded Brain
6. The Secretive Brain
7. The Weak-willed Brain
8. The Bigoted Brain
9. The Vulnerable Brain
After reading this, you'll not be surprised by any of the subjective stuff that you read about audio equipment. The only silly thing to me is that so many think they are somehow exempt from this human condition. That said, I'm not overly concerned about the issue. Our day-to-day listening is routinely done in sighted conditions with full awareness of the makes and models of the equipment involved. It is no surprise that the gear's physical appearance, pride of ownership, investment cost and all the advertising and reviews we've read are circulating in our brains as we listen. The net result is that if it makes that person happy, great! Just don't expect others to have the same set of influences circulating in their brain.