I think creative is too good with it's sound card. And probably business strategies. Their main aim is to Gamers and Home users in Malaysia. I heard there is a few companies in the US competing with it which is not that popular. I know there are a few sounds cards(not creative) which is specially for musical instruments like keyboards, and guitars sold in Malaysia, just not that popular.

Few years back, do you remember when sonic gear first came out? They produces sound cards also, when 5.1 speakers are hot that time.

HOHOHO.. didn't aware of that.. i was refering creative comparing with others. i think it's the gamer's demand in sound quality. For me, i still prefer adding on a sound card. Better quality always... =)