I had a chance to hear these, however not the final sound signature. They are tuned to sound similar to the In-Ear Reference Monitor, but with a more general public flavor. The presentation was spacious and reminiscent of the IERM, but not quite as bright with more warmth and bass. Unfortunately I didn't have any universal for comparison, but from what I have heard, it seems like it will compete will with the likes of the W4 and others.
The new form factor is great as I was able to easily get a good seal; much better than the TF10. They do come with two cables, a black non-mic cable and a blue cable with a 3 button remote. I don't recall what the connector looked like (if it is the same as Shure), but I think it is proprietary. I don't think you will find this for $100 on Black Friday.