I don't know how they sound (yet) but simply based on design and price they're headed in the right direction. Even among the well-heeled audiophiles, the number of people with enough room for many of the more pro-design-oriented models is limited. With this line, even people living in a 800 sqft loft could be potential customers.
I can guarantee my wife wouldn't bat an eye at me bringing a set of those home - but having a pair of K2's or S4700's delivered would be a different story I think (even if they were the same price).