Same as apple, or any other phone manufacturer. Release new models with higher price tags. Back 5 years ago or so Noble K10 was the totl at around 2k, now I see they have like $6k IEMs. Almost every company has pushed a model in that $5k+ range lately where 5 years back it was roughly 2k as the top end for most of them. And those in pursuit of a better listening experience are drawn to these ultra high end, even more refined headphones.