I guess that is a question of personal preference. As already a second time Magico owner, I love their design, believe in their engineering and enjoy their sound. No question about that. While I complain about the hype, I also do enjoy it and read all the writings

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Magico is a phantastic marketing company as well, way better than most of the high-end joints. But the question is what is too much. Sometimes, when you are truly outstanding, a little understatement is way cooler. E.g. while the M-Project is probably the most exciting speaker out there currently, in many people's eyes JVs 4-article series about it discredited the author, the magazine and the brand. In comparison, Rolls-Royce technical specs typically refer to any model's horsepower as "sufficient". In case of the S7, there has been a lots of marketing, but no reviews yet. Personally, I would have waited a bit before announcing the S5 mk2, as some of the S7 energy will now evaporate.
I heard the S7 in Munich, not for very long, not in the best conditions, not in their best demo (phase glitch). So, I will have to set aside time for a more quiet demo. But as a concept they are exciting.
What also needs to be understood now, is what we will get with the S5 mk2 in comparison to the S7. I personally preferred the S3 to the original S5 due to the improved midrange. And as I am not a bass head, I am not sure whether I will need three 10" woofers instead of two (also, I'm not sure whether the S7 also features the graphene coating in the woofers as announed for the S5 mk2 or if they are just aluminum). For me personally the S5 mk2 is now the most exciting product in the line-up (also strongly prefer the new design, just love it), while the S7 is yesterday's news. In European scoccer terms, when someone puts the ball in their own net, we call that an own-goal.