I think it's important to remember that with the changes in listening habits, coupled with the changes in the technology of embedded sound cards, that stand alone cards, while still offering much better overall performance, are an increasing niche. Most people years ago didn't care about the sound card as long as they had one period. It's always been that the audiophiles and those who actually really cared to hear better quality off their computers bought these things. But with iTunes and the like, and so many people listening to music on their phones now instead of buying CDs, there isn't really as much interest. A really good sound card will make a ton of difference. However, I don't know that there is a market nearly as large anymore for a terrible ton of people to want to jump on something like this. It certainly is not particularly high on most people's lists.