I don't doubt that these guitars sound wonderful, but two of the claims on the site are contentious, to say the least.

Firstly, there is no evidence that kerfed linings "absorb" sound.

Secondly, I am skeptical of the claim that the option to have the inside of your guitar coated with marine varnish is going to improve the tone by "reflecting" the sound. The overwhelming consensus among luthiers is that finish is a necessary evil, and that the less applied, the better the instrument will sound.

That said, I have no doubt that Mr Apollonio builds very fine instruments, and there is no reason why he shouldn't indulge in a little promotional hype if it helps to sell them.

Murray