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Amazon Music rolls out a lossless streaming tier

I just upgraded. I find myself listening to music off Amazon Music Unlimited via my many Echo devices (all of which are connected to my high end speaker systems throughout the house) than other sources. I still use CDs for critical listening of albums - my ideal listening experience when all I am doing is listening, that's the activity. However, I do play music most of the time while home and often sit down and listen to one or two songs when I have a few minutes free.
 
Grabbed from my FB feed:

Amazon Music VP, Steve Boom, interesting quote...

“Audio quality to date has really been reserved for audiophiles and people who geek out on stats and bit-depth and sampling rates. We think that time is in the past, and that we are moving into a new era where everybody is going to want to hear sound in the way it was originally intended to be heard. Amazon has been conducting research with its customers, asking the not just if they’d be interested in higher-quality music, but also whether that’s something they’d be willing to pay extra for. The results," he said, "encouraged Amazon in its belief that HD can have mainstream appeal.”

This seems to be the opposite to what Spotify have been saying in the last 12 months about their subscribers, I wonder if they may have second thoughts now ?
 
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