Bringing better sound to everyone. Creative Labs' mission to improve audio has most recently been manifested with in-house-developed Super X-Fi (SXFI) technology which, according to the company, 'captures the listening experience of a high-end multi-speaker system in a professional studio, and recreates the same expansive experience in your headphones using complex algorithms and computationally intensive techniques to custom fit audio, for every individual, through a sophisticated head and ear-mapping process.'

That's some claim, and Creative has the technology baked into an external amp, a pair of over-ear headphones, in-ear headphones, and, most recently, a high-res 7.1-channel external DAC (digital-to-analogue convertor) and amp for PCs and consoles that goes by the name of Sound Blaster X3.