It's a really simple question. It's the "in" thing. It's about style and advertising. I work at a Magnolia (going through school, gotta pay the bills) and I always have teenagers come in and want those. I had a guy come in with his son last night needing to replace his Beats because the drivers were blown. I explained how I see these come back all the time for this and similar reasons and showed him the B&W P5 which are the same price, and a some Sennheisers and AKGs but he just had to have the Beats.