I agree, It's all marketing. It's like what the car manufactures are doing. Lexus and Toyota etc....
I would have picked up the Onkyo if my good friend my local sound shop didn't cut me a deal.

M80's VP150 QS8's Earthquake SuperNova MKV-15
Integra DTR-7.4 Outlaw 755 Outlaw M200's Outlaw ICBM