Kids are somewhat tech-saavy today. They know how to do product research, they just haven't extended it to headphones (and amazon.com can be very misleading). At my university you seen SkullCandy headphones but also, I see some ATH-M50, I saw a kid rocking some Ultrasons S780, etc-- this is just outside. I mean, for portable use SCs are very popular and for good reason: they're cheap, light, a somewhat upgrade over earbuds, and available everywhere. However, I don't see SC seriously competing with Senn, etc. in the future for 80 dollar plus headphones unless they do a massive quality overhaul, despite their marketing. Portable music, music in general is a big deal to kids, and i imagine Rap sounds better on a pair of DT880s than a pair of skullcandy audiophiles anyway. I don't think you have to have a really sophisticated taste in music to recognize and appreciate a good sounding pair of headphones over a lesser pair. and there's no reason that quality and looks will remain mutually exclusive, again, people know how to do research. SCs are toys, I think they're for 10-18 crowd. I predict over-the-ear portable headphones will steadily increase in popularity and in quality in the future.