QUOTE
"Reencoding is very secondary to the [store's] priority of recouping its investment in its infrastructure and attracting and retaining new customers."
...exept if reecoding attracts new customers...
Here's the comment, with minor modifications, that I sent them. It seems that they moderate all messages before allowing their publication, thus it's not online yet :
There are some misconceptions is this article
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To audiophiles, compression is the worst
This one is not a misconception in itself, this is right, but this is the audiophiles that are wrong. Most of the times, this claim is based on the expectation for compressed audio to sound bad, but when the audiophile is asked to prove that he can hear a difference in a blind test, with very high quality compressed music, either he can't, either he refuses to pass the test. Audiophiles having passed the test with success are rare (hello Xerophase

).
QUOTE
John Atkinson, editor of Stereophile Magazine, told the E-Commerce Times that, to some extent, the better the equipment, the better the compressed music will sound.
This seems to be pure speculation. It goes against the belief of audiophiles, that on the opposite, compressed music will sound worse on better equipment, because the quality of the equipment reveals sublte alterations to the sound that go unnoticed on cheaper equipment. But this is also an unfounded assumption. The common experience is that the quality of compressed music is unrelated to the equipment. Though there is no technical relationship, it is the same as the rightness of the notes sung by a singer. They'll be as right on a cheap or on an expensive speaker.
QUOTE
the most dramatic improvement to compression formats may occur as a result of changes to computer motherboards, [...] According to SonicFocus CEO Tom Paddock, his company's technology returns sound quality lost in the compression process.
This is plain impossible. The information was erased during the process. All it can do, mathematically, is replacing the information with noise.
Sonic Focus' website doesn't give any information about the process used. This is just a post processing algorithm. It can make the sound nicer to the ear, and mask some compression artifacts as a declicker masks clics, but the sound won't be closer to the original after the process.
For example, if we consider transient sounds, like castanets, and smooth sounds, like maracas, after compression, they will sound the same. Sonic Focus can't guess which smooth sound were castanets and which ones were maracas before the compression. Either all is restored as maracas and the castanets are wrong, either all are restored as castanets, and the maracas are wrong.