Doesn't surprise me a bit...Beats are not sold on their engineering expertise, or sound quality (which is dreadfully over bass boosted and unsubtle) but on their hip/cool factor to people with no exposure to anything better. Same market segment that will line up for athletic shoes, or to be frank even line up to buy an iPhone that they have never seen or laid eyes on to know if it's buggy or not, just to have the cool, slick shiny item before their buddies do.
And showing it won't matter one whit, the kind of fanboy who is into this will attack the people who pointed out the emperor is naked rather than turn their ire towards the company selling them crap for high prices. Eric Hoffer's "True Believers" in a nutshell.