You guys are missing the point. It features a platinum engraved brand plate. Not only is platinum expensive but it is also enhancing the overall tonality of your headphones. Cheap wooden stands cause degradation of signal and acoustic resonance. What the specially Codia designed patented Platinum Velodensity Technology™ does is gets rid of signal noise and purifies the airwaves which gets rid of the acoustic resonance when the headphone is in use. The cable knob on the back of this stand isn't an ordinary knob, it also acts as a dampener and a signal amplifier. Its no myth that regular wooden headphone stands cut your amp's power by more than HALF in most regular use scenarios. This knob acts as a dampening insulator which is like a bridge for the electric current to travel freely without impedance from the wood. For me it's well worth the money if you are a TRUE AUDIOPHILE. My golden ears sure know the difference between this premium headphone stand and all the other inferior products on the market.