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It's not a matter of being a 'cool' product or not to me, if a brand makes interesting shit, I'll check it out - Boss ain't 'cool' per se, but there's a few more things I'd like from them.
Case in point: not many other brand's pedals have self-modulation like some of the EXH pedals (Memory Man, Poly Chorus, Tube Zipper etc.). This opens way more possiblities (chaotic noises, soundscapes, synth-like sounds) beyond what they were primarily designed for, which is quite exciting.
Electro-Harmonix is an extremely creative company, and that's why I love 'em.
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