The UE 700 isn't a $100 IEM. The lowest I can reliably find it is about $140 (i.e. from a vendor, not taking chances on ebay). However, they did seem to lower the msrp of the 700 from $200 to $150, because I don't remember it costing less than the superfi 5. I do like them, however.
What it actually looks like to me, is that they dropped the Superfi 5, or more accurately, they renamed the Superfi 5 to 600. This way, if anyone talks about superfi 5 in the future, it will be understood that it has a mic and control button (aka the vi version). I think they wanted to do away with the ambiguity of general public saying "Oh, you should get the superfi 5, I just bought them and they sound great, plus they have a mic so I can answer my iphone!" Then, when friends go to Best Buy or whatever and buy a pair of superfi 5's, they come home and are confused as to not having the controls. This doesn't explain why there is a 500 and a 500vi being introduced, though. Maybe they just use the superfi 5 housing and have new drivers?
I don't like how there's a metrofi, superfi, and "hundreds" line now. It makes it annoying to have to research to find out what's going on. How does the superfi 3 compare to the ue 350? metrofi 220 to the ue 200? Make your lineup convoluted enough, and I'll just go somewhere else. I don't have time to learn the intricacies of your advertising.