Red Rose was an obscure name wasn't it? Didn't Levinson start it up after selling out to Harmon? I think he tried Cello as well. He was taking on the higher cost before building the brand, whereas Meridian has an established brand already. More importantly, he was still selling complex, non-integrated systems (the kind of stuff purchased by audiophiles/hobyists). Boutique stores like B&O sell the system first, and complexity is not at all perceived - simplicity and elegance are desired. It is a lifestyle system, and now they make excellent lifestyle speakers. Meridian would be starting with a great deal more traction than Cello/Red Rose.