This was emailed from Morgan Ringwald:
The Who used SUNN amps for a while in the late 60's and early 70's (maybe longer, I'm not sure), but they didn't start out with them. One night when they were
playing in New York, one of the SUNN guys was at the show. Most of the press was in the orchestra pit at the front of the stage (Carnegie Hall), so this guy from SUNN (Buck Munger) went down there. During the
show, he kept asking the press people if they were hearing what he was.
Basically, he was telling them that the bass sounded muddy. Well, after doing this for the whole show, people started to believe him. The following day, all of the articles printed said that the band was great,
but the bass was too muddy! The Who caught these articles and didn't like them. Buck contacted them soon after, and they started using SUNN from that point on.