is this a marketing effort?
There are quite a few people over on head-fi saying similar things (not quite with this level of gear - but with HD800 rigs and the like).
And I'm saying as well, also having a long history in headphone audio going back nearly 20 years.
If you pay attention to what the pro audio world is doing, esp. with Genelec's 1s series and their GLM in general, Dutch and Dutch 8C, Kii 3s, and more on the lower end, Buchardt A500/A700, the speaker world is going to DSP and room correction.
Apple is simply moving in that direction (nominal dsp = frequency/timing correction for drivers, adaptive eq = room correction on top of that). and there's a whole bunch of herp derp from both the audiophile side and the consumer audio side laying in with ill-informed opinions... literally talking about s**t that don't matter.