They tapped a pain point of bluetooth... there are tons of BT headphones, but they all have serious flaws... cords, neck straps, battery issues, poor pairing etc. These solve all those. Anytime a company can solve a problem plaguing a product, that's a win win for everyone. Now the others on the market will have to actually compete and not just exist. Look at TMOBILE. They suck, but they're solving a lot of the pain points people have with the wireless industry. ATT and VZW have had to become a lot more consumer friendly and be competitive as a result.