I find the X-fi piece advertising interesting. How does one make a studio recorded sound sound better than the original, and more "real" as they put it? Reminds me of Alpine's mediaxpander. or better yet, MP3pro...that really took off. The X-fi designer must have sat in on all the live performances and made note of how it "should" sound so he could later design that piece.
Hell, we should be able to make pond water better than the first original drop of water ever. Giddy Up!
Marketing...
Just my 2cents