Samsung's new $999 Sound+ MS750 soundbar is on a mission to rid your living room of all other speakers.
It's a stealth mission, given the MS750's low profile, sleek looks and black-is-the-new-black finish.
But when you crank up the volume, all notions of stealthiness are swept away by an incredibly rich and impressively broad wave of sound from the slab's 11 speakers, which sees five wide-range tweeters and six woofers each driven by a dedicated amplifier.
During demonstrations at today's media launch of the Sound+ MS750 we were blown away by how richly detailed, textured and just plain punchy the sound was from music and movies alike, which proves that soundbars are no longer the poor cousin of a multi-speaker setup.
"Fill your home with sound instead of speakers" is Samsung's battle-cry for this latest addition to its Sound+ soundbar series.
Samsung is at pains to strut its audiophile cred, given that the South Korean colossus is better known for smartphones and big-screen TVs, and operates a dedicated research laboratory in Los Angeles staffed by an eclectic mix of multiple-degree audio 'scientists', engineers and musicians.
These boffins claim to have developed distortion-cancelling technology to bring the acoustic waveform from the MS750's array of speakers to as close to the original signal, even before it hits the amplifier stage.
The MS750 slots in above the curved MS650 as top dog on the Sound+ food chain, although it's still shy of the K950 Dolby Atmos soundbar – despite sharing some of the K950's hand-me-down technology.
This includes a pair of wide-range and upwards-firing tweeters designed to reduce sidewall reflections of higher frequencies and open up the sweet spot to listeners who aren't perched dead centre.
At the other end of the audio spectrum the MS750 is capable of hammering out solid thuddering bass – although Samsung will still happily sell you a companion $799 sub-woofer for maximum floor-shaking effect and 5.1 goodness.
While not quite on par with the network-friendly streaming smarts of the Sonos Playbar, the Sound+ MS750 is clearly positioned as 'best fit' kit into an existing Samsung ecosystem and indeed the centrepiece of a Samsung-powered home theatre system, especially when it comes to serving up 'virtual surround sound'.