It is really interesting how the Beats brand has pushed $350 headphones to the "mainstream" for many high school and university students. How many young people spent that much money on even audio gear in general 10 years ago? It would be really interesting if Ultrasone, Shure, Audio Technica etc. tried to compete in that same market with more advertising and a consumer image because right now they make products aimed more squarely at musicians and music pros. All they would need to do is directly compare themselves to Beats products and say they are better and truly professional products. I think there is a lot of money that Beats has convinced consumers to spend on "head-fi" and right now it would be so easy to get a substantial amount of those sales with some advertising effort.