In 2003, battered by fierce competition, Sony sought to reinvigorate its brand with Qualia -- a line of expensive products that emphasized Sony's engineering prowess. Among the featured products were the tiny Qualia 016 digital camera ($3220), the Qualia 004 high-definition projector ($20,000), a Super Audio CD player, and a Trinitron monitor. To buy one of these items, you had to make an appointment at a Qualia showrooms or have a "Qualia concierge" visit you. But the concierge mostly stood around waiting for calls that never came, and Sony quietly killed the line in 2005.
Original story: [[xref:http://www.pcworld.com/article/111079/sony_shows_high_end_high_price_gadgets.html|Sony Shows High End, High Price Gadgets|Sony Shows High End, High Price Gadgets - PCWorld]], June 10, 2003.