Well, the ES10 seem to be on sale again in Japan. But that's not unusual. When I bought my pair in November 2011, it was on sale and I also used saved points on Yodobashi from when I lived in Japan in 2010, so I paid around 28 000 yen...
The ES10 is still featured on the ATH homepage. Former headphone model ES7 is no longer there. Other ES models featured are ES3, ES500, ES700, ES88 & ESW9.