I can't claim to have a solid grasp of what exactly makes dubstep appealling, nor can I understand Bieber Fever. I don't get swag. I do, though, know what the kids are into putting on their ears these days: Beats.
Let's not beat around the bush: the Sony MDR-X10's are ridiculously overwrought, flashy, made out of plastic, and endorsed by Simon Cowell. The Beats market is squarely in Sony's crosshairs with this headphone. Even the price point ($300 - street and MSRP) matches up with Dr. Dre's previously top-of-the-line Studio model.
I'm not being particularly fair to Sony here, though, by immediately lumping the X10's unceremoniously into the "designer headphone" pile - they're certainly not without their own points of distinction.