I think you have it right D'Arbignal ... the marketers of DVD-A had a great idea by associating the multi-channel standard to DVD video which is highly recognizable as superiour quality in its field (and yes I know that DVD-A is really just an accurate description of the medium, Digital Versitile Disc - Audio, but they could have called it anything ) If they had gone with something like CD-5 or CD+, they probably could have gotten better customer recognition. But are we really talking about SACD being a superior sounding format to DVD-A? I haven't seen definitive comments one way or the other, from what I read, the variances in mastering quality mask the differences in format by far.