This is deeply disturbing news - but it mirrors what is happening in some other fields that have traditionally needed high talent levels and were yet niche. Like fashion - where even someone like Dior needed to take external funding from LVMH to keep the level of talent needed to run their ateliers. The truth is that, in the fashion industry, these companies make most of their money selling handbags and perfumes- and the haute couture is mostly for show. It is why people know of the brand, but not the thing that makes money. So they impression they have is one of artisanal creation, rarified talent and prestige - but the thing they make money on is none of those.
This feels like that pinch that made companies like Dior feel like they needed to turn in the mass market direction might be the same thing that affects high end audio as well. After all, there are only so many people that will care about spending $10,000 on a speaker to be run with equally expensive electronics and cables. Probably the same number of people as would buy a $50,000 dress/gown on a regular basis.
I bet if this goes well, B&W will use the influx of cash to continue to make the highly expensive equipment like the Nautilus. That would become their equivalent of haute couture. However, the bulk of what they sell, majority of revenue, their retail channels and accessibility will all become decidedly more mass market.
Strange and sad times.
