Let's see how Ludovic spins this one:

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2.7 Blind versus Sighted Listening Tests

It is generally accepted among scientists that psychometric experiments must
be

performed double blind. For audio tests, this means the identities of the
components

under test cannot be made known to the listener, and the experimenter cannot
not directly

control or administer the actual test.

In 1996 Toole and Olive in [2] conducted some blind versus sighted
loudspeaker tests

that showed both experienced and inexperienced listeners' judgments were
significantly

influenced by factors such as price, brand name, size and cosmetics. In
fact, the effect of

these biases in the sighted tests were larger than any other significant
factors found in the

blind tests, including loudspeaker, position and program interactions. These
experiments

clearly show that an accurate and unbiased measurement of sound quality
requires that

the tests be done blind.