People believe what they want to believe. (Without being willing to to a real honest blind test - same master, same volume, no knowledge in advance which one is which.) As I've mentioned in another thread, it would have been hilarious if Apple waited three months or so until revealing that their hardware don't benefit of lossless – we would have had so many "Lossless is great, I hear significantly more details, so much better than AAC256!" posts from AirPods users in the meantime. Would have been a good laugh, similar to people who already had bad headaches from new cellular towers in their neighborhood even before they were turned on …
Placebo effect is a hell of a drug.
Oh yeah, placebo effect runs RAMPANT in the audio world for sure. I love people who will buy into nonsense like this and go on about how it "opened my soundstage up" and "I'm hearing instruments I've never heard before" 😅😅 Once you get past a certain point with the quality of components, there are diminished returns and a LOT of people hearing what they want to hear because of the amount of money they wasted.