Wayne -seems my point may not have been clear to you. This quote from your post:

"The THX Certified Home Theatre specifications will include strict guidelines for room layout and design, acoustics, lighting, background noise, and equipment positioning and installation."

backs up my sarcasm quite well. Moreover, whether the end result sounds like a dubbing stage or the inside of a septic tank, it still sounds "like a THX-certified theater should sound." That's fact, not opinion.

Don't take this personally, Wayne, but the press release shows something very clearly: THX is a certification, not a standard, the difference being a fee to Mr. Skywalker. If you can quantitatively state the cost benefits of full THX home theater certification to the end user, fantastic; however, as has already been said in this thread, there are plenty of products out there that meet a high standard without a big logo on them.