I certainly don't understand it. It's got a number of very positive reviews and by some of the big names on Head-Fi. DUNU seems like a fairly well-known brand with several critically acclaimed IEMs under their belt already. It's aesthetically appealing and doesn't have any annoying catches like proprietary cables. The price is high enough to make people think twice, but it is competitive for what you get. It's even cheaper than some of the other Chi-Fi flagships in the same ballpark, like the Simgot EM5 of iBasso IT04, both at $500. Shenzhen Audio will even give you a discount most of the time, just for asking for one. Comfort issues are valid, but people are really missing out on a great earphone worrying about a relatively minor issue. Personally, I find them very comfortable, but I guess I am lucky in that regard.