Definitely great for the sport. After having been out of the IEM game for so long and having refused to go customs because of the process, I'm curiously interested in trying out these new universals (triple.fi's are on my list as are the 3's) and comparing with the E500's and UM2's as well as the Ety's...and then eventually figuring out which customs to go with. I've finally decided that I'm willing to take a risk on customs, so if these 3's sound awesome, I'll eager await the release of the custom version, else I'll have to consider the UE10's...which as you state, have been king for quite some time now.
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