Well that comes down to a value for money argument. For me, they are better than the Sennheiser CX500s I was using for quite a few years before they broke - and I was suitably impressed with those at the time too. For sure there's the branding and they do in part exist as a fashion accessory, so there is a premium that goes with that, but they are not a bad product; no amount of product placements or marketing would wipe that away because no one is going to listen to tinny headphones, or be happy if they had to replace something that comes at that price after 6 months. That message would very quickly get out. So, knowing the difference in quality you can get between a £30 and £100 pair, I looked at reviews and stuff, I didn't see a bad one about the quality of the product sound or build - just basically that they're expensive. Which, yes they are. But I gave them a chance, and I'm more than happy that I did.
In a way you're right, if you want a good set of headphones, and are concerned about cost, then Beats probably shouldn't be first on the list. It's just I'm tired of consumer electronic (anti?)-snobbery really, in the 80s it was 'Go Apple because they're Microsoft rivals', then they brought out the iPod and everyone was happy that Apple were strong and beating Microsoft; then came the iPhone and everyone is suddenly like 'Boo Apple, go Android'... And it's like, cycle repeats, and I can just see the Beats headphones, because they're in Apple stores and caught up in this boutique electronics 'culture' and so the counter-culture hates them basically because of that. That shouldn't be a part of the decision.