Sure most professional reviewers will criticise the app dependent design but there is simply nothing else like it out in the marketplace. I know a few people who bought the Zik or Zik 2.0 because of that exact reason (well that and looks and coolness factor). Nothing else has so much versatility when it comes to equalisation and there wouldn't be many bluetooth headphones that can be EQ'd this well for so many different genres. I would never consider the Zik myself either and have criticised them repeatedly for these exact reasons but I can see how it would be very appealing to a certain market segment. The people I know who have bought them pretty much only use it on the train journey to and from work/uni and have iPhones. For that purpose if you dig the looks they are in many ways the ideal headphones (bluetooth, great NC, small and portable, customisable sound, stylish, battery life doesn't matter as it gets charged when you get home).