My guess is that it is cheap. They are missing cheap products in this segment.

But that one is not for me, really ugly.

Same price, I guessed wrong

INTRODUCING BEOPLAY EX
Soul-stirring sound, fit for any ear. Beoplay EX is our most versatile earbud yet. Make a move and enjoy snug day-long comfort that never gives up. Hit play and listen with a level of detail that punches way above the small size. Waterproof, long-lasting and primed to block out any unwanted noise. So, you stay closer to the artists you love, wherever you go.

DESIGN BACKGROUND
All-new design

Beoplay EX is designed around a stem-based architecture which has several benefits. The main housing placed inside your ear is smaller than ever, improving comfort and making EX secure in the majority of ears. The stem allows for optimal microphone placement and efficient reduction of background noise. This means that EX is our best earphones for calls and conferencing to date.

Stunning materials

The colours, materials and overall finish elevates the entire experience. It’s like wearing a piece of jewellery. The attention to the design details sets us apart in a market saturated with conventional and uninspiring CE-products. The glass touch controls presents a mirror-like finish and ensure an excellent experience when interacting with EX. The beautifully crafted aluminium charging case is light and durable. The perfect place to keep your EX charged and protected.

Waterproof construction

Precise craftsmanship and brilliant engineering has allowed us to make EX waterproof while keeping the compact size. The earbuds are IP57-rated which means protection in up to one meter of water for 30 minutes. Matched with a secure fit, EX is primed for any sport that'll work up a sweat.

TECHNOLOGY AND SPECIFICATIONS
Soul-stirring sound.

All day long. Beoplay EX brings stunning sound and timeless design to your everyday life. It’s a premier, heritage product designed for all-day listening, whether you’re at the office, on the move, in the gym or relaxing at home.

Our most comfortable earphones to date.

Compact design with reshaped ergonomics for better fit and comfort than. The ergonomic design is smaller than previous Bang & Olufsen earphone which makes EX more comfortable and fit more ears than ever.

All-weather. All-purpose.

Beoplay EX is sweat and IP57-certified dust resistant and waterproof, making them the ideal workout companion. The secure fit ensures that they stay in place even during the most demanding activities.

KEY FEATURES: TECHNOLOGY AND SPECIFICATIONS
Adaptive active noise cancellation
Customizable ambient presets
Beosonic equalizer
9,2mm drivers with neodymium magnets
First-class call quality with 6 MEMS microphones
Adjustable Own Voice for calls and conferencing
Waterproof earbuds (IP57)
Secure fit for sports and fitness
Intuitive glass touch controls
Bluetooth 5.2 with multipoint connectivity for two devices
AAC and aptXTM Adaptive codec for optimal sound on iOS and Android
Beautifully crafted aluminium charging case with wireless charging
Up to 8/28 hours playtime (Earbuds/Total)
Up to 6/20 hours playtime with ANC (Earbuds/Total)

I don't think the EX will be cheap. As far as I recall the E8 Sport was at a very similar price point to that of the E8 3rd Gen at the time. The EQ was more expensive than the E8 3rd Gen, so I'd say perhaps a price between the EQ and the E8 Sport.

Thanks for the additional images. I like the colour options but I agree that this just looks horrid in my view. The earbuds remind me instantly of Apple Earpods and I get it that the "architecture" they are referring to has got its benefits, but in my view it blows up one of the core ideas about B&O, that being simplicity. This is basically admitting that they are unable to make the earbuds small enough without protruding parts. The most extreme I can go and that I have is to get a pair of EQs.

I do find a good pair of earphones great to have where using headphones would be less practical, and I have got E6, E8 (1st, 2nd, 3rd gen), E8 Sport and EQ, I am definitely skipping the EX. Never been more certain about not wanting a B&O product :(. But then again, there are more practicality-focused customers than me. I just wish B&O could fix the size issue with the EQ first, instead of making compromises like the one we see with the EX.

As for the "soul-stirring sound", for that I have the H95.

So the next one up is Beoplay 500. Hope those headphones will not be a similar disappointment.