It seems that some here are under the misconception that internal midi switching is expensive, or unnecessary, or not in "spirit" with the original design or whatever... And I beg to differ. First off - it is not expensive. It is cheap. That is why many amps and pedals and keyboards and rack devices all priced well under $1000 use this option - or feature. Also it is not new - it is pretty standard for instruments to use midi with some sort of cheap memory chip since sometime in the early 1980's. It is actually ancient by technology standards - but whatever... It works and is reliable and, ahem... CHEAP to implement. Take a look at all the music gear that has midi switching on it in any music catalog to see what I mean. Nearly everything in Korg or Roland's website. So just because it isn't being used internally here - in this amp - which is the new hot **** piece of gear for this company - doesn't mean it couldn't be easily implemented. Remember - midi switching does not affect the tone, the sound characteristics or anything remotely related to your audio signal chain. It is just a way to send channel switching information. It is just a different way (slightly) than what is already in the amp now. Whether it would increase the price much - if at all is debatable.
Second, how do you know you would not use midi switching if it were offered to you like this:
The new Mark V has 3 sounds per channel and 3 channels. With our new Midi switching technology - you can store 3 settings Per channel and recall them at any time using MIDI - giving you 9 useable tones to chose from with your midi selector at any given time (3 per channel) - plus midi switchable reverb, EQ, Solo, and Mute. All able to be recalled at the touch of a button through midi.
You are telling me that the above scenario doesn't interest you? Right. That example is not actually what I was looking for - but just a sample of what could have been done with a bit of R&D. Then we wouldn't be STUCK with only one useable sound per channel like we are now. We could have 3 different sounds for each channel plus the other features. Truly a modern amp - or at least an amp with a foot in the current century.
Third - you didn't know what the price of the amp was until they told you what it was. So they could have said it was whatever they wanted to... and I would bet most people actually buying this amp would still have bought it regardless of price (within a few hundred dollars) - based on the sounds and features it offers. The price point for this amp is not entry level - or for the casual user. It is in the high end boo-teek user range and that makes a big difference. Because once you are at or slightly above the $2000 threshold - another couple of hundred is not as big a hit psychologically to this marketing group as it is when your price point is down well under the $2000 mark. If you don't believe this statement - just ask some of the other users here who have practical marketing experience. Yes, I am very happy that this amp costs what it does - in fact I think it is a steal- as opposed to a $3200 Matchless, 65 Amps or Cornford - all with LESS features... but I would have been just as eager to pony up the dough if they told me the Mark V amp was $2300 - because the amp is still - IMHO worth it.
As it is - I have my solution - a cheap workaround called the Mini AMP GIZMO which sells for $249 - but probably only costs $50-$60 or so in parts to actually manufacture. And now I can midi switch between amp features and channels and use my rack gear and a single foot controller. But **** it would be cool to be ale to actually use all the great sounds in channel 2 & 3 on this amp with the touch of a button. I am quite sure that is a feature many users would like - and pay for.
Let that hate and flaming begin.