Having just recently joined Team Ultrasone myself (PROline 2500), I can entirely understand how their "premium" (read: overpriced) limited editions and marketing aspects (S-Logic and that low-radiation malarky) might be off-putting here, where they have far from achieved the long-held acceptance and gravitas of, say, Sennheiser, Grado, or AKG. And I'm sure that the iCans do little to enhance their cause as well.
So their obvious attempts to buck the establishment leave them open for easy criticism. And plenty of folks here seem more than happy to oblige.
On the other hand, Ultrasone's more international success in the pro / studio realm have clearly emboldened them reach out for broader recognition, so their more gimmicky ploys might be better received outside of the more sophisticated waters here at Head-Fi (as we all, no doubt, would love to think of them
Kind of a shame in a way because all indications are that Ultrasone produce a number of simply bloody good cans that are more than able to stand on their own when separated from their marketing hype.
But while we may think of ourselves here as the head-savvy, it is
a really big world on the outside, so I can't begrudge Ultrasone their attempts to pick their spots and blow their own trumpet, as it were. A girl's gotta eat, ya know.
After all, if they are able to thrive, their innovations will continue, and we all reap the benefits whether we buy into them or not.