Not a fan of Beats. Tried a pair of their headphones in a shop and they sounded terrible. Build quality was flimsy as well. I think the only new thing they bring into the market is style, and that's not enough for longevity imo. This new service, $10 a month. Not quite sure what it offers over Spotify. Anyway, past experience with their product means I'm just not going to be interested in this.
Beats are EQ'd to increase the volume of the high and low end frequencies. These frequencies sound good to human ears. So, when someone compares Beats to non-Beats, they hear that those frequencies are louder and the very fact that there is a noticeable difference is enough to create the illusion in some gullible people that Beats 'sound better' Of course, in the long run, they don't.
I'm not defending Beats at all, but I'll defend that low frequency / high frequency setup all day. Not everyone listens to classical.