My opinion has not changed. I still believe you have vast knowledge of hardware, and apply a fairly decent test methodology. You see, this critique is not coming from a bad place. It is coming from someone who is in disbelief that a well-respected site like TechpowerUP and an author with know-how would do this. I expect this from TweakTown - after all, they are known and loved by the industry because an award and 90%+ is pretty much a given. But at TechpowerUp, I expect the truth. Not inflated numbers and senseless awards. My expections for this site are way, way higher. I re-read your review, and I still fail to be convinced or comprehend how it is worth a solid 9.6 and editor's choice. I can see one argument that can be made: this kit can run the DDR3-3100 rated speeds at a nominal voltage of 1.65V, which means you don't have to overvolt. But considering, the flimsy packaging the exhuberant pricing the lack of performance the fact that many single sided MFR memory kits will meet DDR3-3100 with slight overvoltage I do not comprehend you being so incredibly positive. You end your review with the sentence "Need help getting your kit set up? Let me know!" - is that nothing short of pitching a sale? If your mission here at TechpowerUP (or anywhere else on the internet) is to help companies sell products, let me know. I will look at the content very differently, and consider it an advertorial. This review is part of a bigger problem in the IT industry. I go back to what user Bassplayer said earlier. As a whole, the desktop PC industry is suffering. Consumers are more educated then they were 10 years ago, and the hardware they bought four years ago is still fast enough for today's applications. People know this. As a consequence, the industry is desperately trying to grab the audience's attention by making everything they produce sound like it's the cure for cancer. Media is expected to follow suit, and jump on the mass-hysteria bandwagon. We are reaching a point where this discourse might become counter-productive. Media are too positive about new products. Consumers would rather read (and follow purchasing advice from) a NewEgg user review than one published on review sites. They will come and check out your review for pictures, but then what you have is simply an advertorial. The bottom line is, it does not matter how high single sided Hynix MFR memory is clocked at. It offers mediocre performance for a premium price. That is a fact you can back up with your review data. Manufacturers are trying to make it sound special, because that is their job. "The memory is handpicked and tested" - So what? Still the same performance. "XMP memory works as advertised" - We should reward companies for not making faulty products? You see, there is plenty to be said about a USD $2000 (or EUR €900) single sided MFR memory kit. Most of it includes other ways to spend that money on things that offer a far better user experience. If you don't take product evaluations seriously, why should anyone else? What is the whole -effing- point of it then? A website filled with advertorials, describing and highlighting one marketed feature after the other with high scoring figures and endless awards? If so, don't tell me it is a review. Tell me it is an advertorial. Tell me the truth! I would rather read an advertorial with additional factual and informative background information than a review that disregards metrics and ignores the bigger picture. My sincere apoligies if I am being too blunt. But rest asure this is the same message I convey for all reviews. I am not just picking on you. As I said before, I hold this site in a higher regard. That is why I am more disappointed.