Anyone try? http://ow.ly/1L1URN

Intrigued here. I still haven't tried the hd800, and I'm getting curious to try them.

Steve at CableCo told me about this a while back. Glad to see they're finally implementing it- I believe Yikes had something to do with it. Another cool thing is their frequent flyer program, which can give you some great deals on the pricier flagships.

Great idea. I like it for cables, too. I mostly make my own at this point, but there's that whole nagging doubt thing.

Any word on what lines of headphones they're going to lend/sell?

Audeze, Beyer, Grado, Hifiman, Senn, Ultrasone. Headphone amps by Burson, Cavalli (though I don't think they'll have the LL) and Hifiman. Even though they don't have the HD800 listed on their site they do sell it.

Excellent. There are definitely a few items there worthy of consideration.