Part of it is branding, to be sure. But in Pitchfork's Resonant Frequency column, Mark Richardson rails not against the quality of the Beats line of headphones and its signature, overloaded bass, but rather argues that they're a viable alternative for a new era of music.
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Source: http://feeds.gawker.com/~r/gizmodo/full/~3/0j0E2uydZRo/why-people-love-beats-by-dre-headphones
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