I still think the Beats partnership and marketing is a waste of money. The logo ruins the back cover. The tech is just a fancy equalizer setting. Not everyone likes the red accents, and in many cases they can't choose the classic colors. It costs money to implement it and to market it, and HTC is using it as an excuse to keep their phone prices sky high. I think its wholly unnecessary. But they have to milk it because people will go gaga over the Beats branding for some reason. If they wanted to add value, they would just stick it in all their phones and make it a standard part of HTC sense without all the hohum.