One thing is true- The Beats headphones idea was marketing genius and know everyone is putting their names on headphones. I haven't heard the Beats headphones yet, but I wouldn't completely blow them off just because the target market is young, urban, and into Ipods and cell phones. They may be decent, they may be voiced for rap music, or they may suck. I'll have a listen. Everybody is wearing headphones nowadays as they are a must-have accessory like cell phones (notice every woman that walks by has a phone in her hand and refuses to put it away? That contributes to the thousands of IPhone robberies lately) and people who aren't into hi-fi or high end audio go with what's popular and that's Beats, Bose, and Sony. They don't know anything about HiFi Man, AKG, Grado, Sennheiser, Beyerdynamic, etc., which are companies which market to people into high fidelity. At the very least, the interest in cans better-sounding than the earbuds that come with their IPods and cell phones may lead some into the world of hi-fi or high end audio.