The item worked. Disposable income was dumped in the hundreds upon poisonous. "Kids did go in to a Best Buy and bought Beats not given it sounded cool, but because it manufactured them look cool, " admits Kevin. The Lees were placing their audiophilic necks at stake to prop up the concepts, essentially, a fashion company. Beats' dominance is clear if you walk down an U . s . sidewalk-the Bs swarm. Jimmy and Dre took decent headphones which could swamp your ears together with low-end, isolate you from street noise, and keep your skull relatively comfortable after a long walk, and made all of those qualities irrelevant under some sort of sheen of rapper-lure. Beats might be overblown in addition to overpriced, but these weren't athletic shoes, they were complex, miniaturized electronics. They were engineering projects that took sums of money, dozens of prototypes, and years of back-and-forth hassling through Iovine to Kevin Lee to finesse.
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