There are some things in the music tech world that are more obviously “snake oil”, but on the more nuanced side, I feel like it’s very easy to fall in the trap of thinking something matters a lot more than it does (and conversely ignoring some aspect that matters a lot). Marketing seems to amplify this cognitive dissonance.
One big trend I’ve seen is a montage of quick video testimonials of people (a lot of times the people are known in the field and their name/credentials are put there) trying something and then getting a “wow!” look on their face after the thing turns on. I find these very effective…at telling me whatever it is is a load of crap, hah.
Another thing I’ve seen a lot of (most common in the hifi listening world), are these articles where people describe the differences very poetically before and after some 5-figure cable was added to the system.
You really have to invest a lot of time learning and dive into the technical side of things if you are gonna explore these sound quality improvements (acoustics, transformers, etc.) because the marketing is not there to help you make good decisions…it’s there to get you to spend more money. In this vein, I think it’s easy to gravitate towards something because you’ve heard it “sounds good on everything” and not properly use it to get the most out of whatever you’re trying to do.
For some reason my brain tends to want to explore the possibilities of stuff I don’t have rather than the possibilities as yet unexplored of the things I do. I think sometimes knowing what else is out there can be useful for informing your art making practice, if you let it, but I think that you have to actively work for that to happen…buying something new is not instantly going to change your ability to make compelling art, however you define that.
To me, the signs that something is not snake oil are: that it has been open sourced (if not fully, maybe partially, or something like a schematic has been posted), there are firmware updates coming well after the thing has been released, there’s a focus on the community surrounding it, or there are a lot of thorough resources to learn more about it. Basically, if there are entry-points into investing your time into it, there’s a good chance it’s not just designed to get you to spend your money on it in hopes of it being a “game-changer”