I found Linn's marketing approach dishonest and offensive. Linn's campaign of lies, exaggerated claims and smearing the competition may have sold turntables, but they will never earn my business. I have zero respect for companies like Linn.
I'm surprised by this because I never saw their advertising or promotional materials in this way. In fact, I found Linn's approach highly refreshing because they grounded claims for improved performance in down-to-earth principles of precision manufacture and intelligent design, and in stressing that the only person's opinion that counted was the customer's. Paraphrasing from their literature, there were two main points that influenced my decision to buy my first LP12 in 1985:
1. precision manufacturing
The only musical signal sent to the phono stage results from the relative movement of the stylus to the cartridge body (well, spurious internal movement of a cartridge's generating elements can also result in lost information, but I thought I'd stick to basic turntable components here). There is information in the record groove smaller than a micron, so any slop in the main bearing, tonearm bearing, cartridge to headshell and headshell to tonearm connections, etc. etc., even of as little as a millionth of an inch, results in musical information being lost.
2. competent design
This precision mechanical relationship between platter, tonearm and cartridge needs to be effectively isolated from both motor vibrations and the outside world.
A glance at various high quality turntables shows that there is more than one way to design them, but building any of them requires a precision that is expensive. For example, the spindle alone on an LP12 was said to go through 14 separate machining and hardening processes.
At the time I first auditioned a Linn, I was actually shopping for an amplifier. I had recently purchased a lower-end Thorens (TD146) and thought it was all I needed. The Linn dealer blocked out multiple private auditioning sessions in which I could compare my turntable against the Linn (with Basik Plus tonearm), and he was happy to mount up any cartridges of my choice to both 'tables. This was even though he knew I couldn't afford to buy the Linn right away (I think it was six months or more after my first audition that I finally bought something from them).
Linn and their dealers also stressed the importance of determining your own level of musical expectation, and that it can be different for different people. If an LP12 with Basik Plus arm, Basik cartridge, and the little Naim Nait integrated driving inexpensive bookshelf speakers makes you happy, then that's all you need--spending more is wasting money. Though I knew I wanted a bit higher level of performance, I started with this system so I could enjoy my records, and the dealer offered later trade-in options that made upgrading financially painless.
I eventually ended up with an all-Linn system (LP12, LK1/LK2, Saras) that kept me happy for over two decades (when components, starting with the LK1's control panel circuits, then a driver in one of the Saras, began to fail and were no longer supported by Linn service). I upgraded to an Ittok arm, but never felt a need for the Ekos; I wanted the Cirkus upgrade, but didn't need the Lingo or Keel. There was never any pressure or jokes about not having the best, just offers of demonstrations so I could hear the difference for myself and respect for my choices about what mattered to me.
After a brief flirtation with all American products (spurred on by our President's stimulus spending plea a few years ago), I'm now between systems and starting to consider the best choices for my current life circumstances. I may not end up with another all-Linn system, but I have nothing but respect for the company, their products and their dealers.