...no detachable cable? The Momentum has it...
Otherwise I'm intrigued; the graph reminds me of the DT770 LE, which I enjoy quite a bit, and have often contemplated modding to have a mic, because it's my office can and I hate having to switch back and forth with IEMs just to use the mic for phone calls.
If the build quality is up to snuff, and the sound is really on Fostex level, with a DT770-esque signature, I'll be excited.
I could see these as potential Beats-killers, but they're a lot bulkier than any Beats, and portability is a huge selling point for Beats, so I think they're more targeting the "new audiophile" market.