The problem is that it's harder for the HEADPHONE market to boast what good audio is. People are just uneducated and have to make a swift decision online, in the shop or via word-of-mouth.
Consumers just think: More money the product = Better sounding the headphone. Then all the cretins who've just bought their £100 Gaga Heartbeats are going around thinking they've got amazing quality headphones because they paid more + their favourite artists endorsement, and doesn't help that they stick a load of rubbish about them being studio quality on the back.
...Should I just give up hope with telling people who're considering buying their second pair of Beats to go try looking at a Shure, Sennheiser or Klipsch?