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does not kill your tone while attenuating your volume.Uh, yeah?
They are simple field-coil speakers, with adjustable field-coil supplies.
Yes, as seen on 1928 sound-movie systems. And many large radios through WWII.
Coil-force is not just amplifier-force, but amplifier TIMES magnet flux. Any sane person will make magnet flux pretty high. He gives you a knob so you can turn it very low.
Interview. He's quite honest about how "dumb" this is. In traditional engineering, if you want less, you don't start big and fail to use 99.9% of the power you made, you start with a smaller amp.
However changing the flux changes the balance between midrange and bass resonance. Maybe not so much on low/no-NFB pentode amps. And maybe he's added a little dope so the bass-resonance does not get totally mad. Maybe bass-boom is good at low volume. Interesting interactions.
Prices are jaw-dropping but really quite right for this much low-production custom fabrication. If youse guys buy several thousand, ramp-up production, price might fall to a $50 premium over a big ceramic magnet, in-line with Alnico prices.
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can it be done easily with a simple circuit, w/out spending $2000?Take a ceramic-chunk(*) speaker. Remove the ceramic. Fill the space with copper wire winding. Run lots of clean DC through it. Works the same as a permanent magnet, except you pay more electric bill. AND you can make a "smaller weaker" magnet by reducing the DC into the coil.
(*) On typical Alnico speakers, you need to fabricate a soft-iron slug to replace the Alnico. OTOH, on typical ceramic-chunk, you must close-up the space between iron pole-disks with iron. Kinda a hassle either way.

NOT simple. Those ceramic donuts and Alnico slugs are stuck pretty good. You may bend the iron poles before it comes loose. Winding will need some bobbin or guide, and some clue about wire gauge. Then you must put the center pole back in exactly centered and square and so-deep. On table-radio speakers, a couple tired playing-cards could set the gap, but any gitar speaker worth the trouble must be quite carefully aligned. Your first attempt will be much more than $500 worth of materials, effort, head-scratch, and re-work.