Look what I found at a NBA game.
Tbh, I don't know anything about basketball or sports in general, I just went with some friends and I didn't know it was common :).
It's all about the $$.
I doubt everyone who endorse Beats thinks Beats is the best headphone.
AKG is doing it with the Q series and they stayed about the same price. All it did was introduce new colors. The lime one sells for 223 on Amazon which is a decent price.