That's exactly what beyerdynamics did in the recent years. 1990 and amiron are very great example. T8ie and Xelento too.More proof that price nor origin matter in this industry. Said it before. I'll say it again, theyre shooting in the dark hoping something sticks.
If you look back there are at least 3 generations of completely different DT880 DT990. And the dt990 premium is also completely different from dt990 pro.
And the fact that I am worrying about Etymotic right now is a really really bad sign. They have been the greatest for over 30 years.