My search for a mp3 player started with a meager budget of 3k INR. And I was not planning on Apple, as the whole process of using ITUNES sucks. So the search led me to Philips, Creative,Sansa and eventually to Cowon.After checking out the various models and the reviews for a few of them, I finally narrowed down on to J3.By now the budget has multiplied 4 times:(. My biggest reason to own it was simply the no of people who claimed the sound quality being better than Apple, and I really was looking forward to listen to it.The J3 is all that what the reviews say - A super duper PMP player whose biggest strength is it's quality of sound and it really makes a huge impression on that aspect.Of course the default earphones are decent but a pair of your own will make a huge difference.Right now I've paired it with a decent 2XL from Skullcandy, waiting for my JVC HAFX1X:) The J3 has a decent 3.3 inch AMOLED with Gorilla glass screen, which has beautiful contrast ratio and great colors.The J3 feels so light and still provides great battery life, in the last few days that I've had it, the battery has never run out, simply because it keeps charging whenever I've transferred any music to it(And it's not been on charge for more than 10 mins each time). Also has Bluetooth,Radio,notepad,flash games,and recording and so on. One of the other great feats of the player is the EQ options or rather the jet effect options. I'm sure all of us have come across such similar rock,dance,pop and so on, and most of the time it doesn't really cut across by a huge margin. But in this one this is totally a class apart, each EQ setting makes such a dramatic change to the tune.I'm still in a discovering mode of the player, finding new stuff as i keep listening. And also made a few friends to listen to the Cowon J3, first question which brand is this? And after listening to it,just awestruck with it. My ratings for it 5/5.Period.