They are cheap because they are stupid (bad) in efficiency and performance and their products are targeted mainly to the generally young and financially limited. They have shelf appeal because their boxes claim fantastic results and the advertising $$ pays off. It's the wow factor that sells them. Those who know anything about true audio know it's more about results than specs claimed on a shiny box in an automotive store. That's what started the underground sub companies. That's what separate's the two. Those who spend the $ on advertising and those who spend on engineering. Sadly marketing wins most of the time. That's why we rely on sites like these.