The more you upgrade yourself on headphones, the more you feel you never want to go back to something as "crappy" as what you had before... and for some people there is a time when you get to the level where you start considering if those are worth it or not.
I do not think they are, but there are people who do, and their opinion of it is most likely justified as it is quality stuff you are getting for the money (supposedly, according to the many reviews).
I'm using my $10 in-ears still, great sound
.