I think that if people want a strong bass, they should listen to music that has strong bass and use headphones that will accurately reproduce it.
If they want music that doesn't have strong bass to sound like it does, well that's the role of the equalizer, not the headphones. The role of the headphones is to take whatever signal they're given and accurately reproduce it.
That's what the comment you're replying to is saying.
I think they sound horrendous (I'm an audio engineer) but I have a 9 year old friend who is obsessed with getting the $300 version and can't be persuaded that this is waste. So I would say Beats has a powerful brand. The margin on the headphones has to be unprecedented...
Not true. Engineers working in pop and hip hop mix primarily with the understanding that the first listen by a consumer will be on the radio in their car. This has several built-in assumptions, and the expectation of lots of sub bass being reproduce-able is not among them. Sales of records are heavily affected by how good the song sounds on the radio, and most people have the audio equipment that came with their car.
Not only that, the next stage of music marketing evolution is earbuds. So, if one were to mix for the next most popular method of getting your music into the ears of consumers, you'd mix with the expectation of being heard first through cheap earbuds.
Engineers mix knowing that their tracks will be played on a wide variety of equipment, from very bad to very good. The more accurate their equipment is, the better they'll be able to serve all of those listeners. But, the best results will always come from having accurate equipment for playing it back.
I'm also an audio engineer, and I, too, find the $300 beats headphones to be an abomination to both good sense and good taste. But, I disagree with your suggestion that engineers are mixing with less bass because subwoofers exist.
The bottom line is that virtually all playback systems that exist in the real world are nothing remotely like an accurate studio monitor. The engineer is always concerned with how the mix translates to different systems. In this process accurate monitoring is profoundly helpful, but that doesn't mean the engineer expects any listeners to have such a system.
Bass enhanced headphones like Beats have become yet another listening environment to be considered.
People who want really strong bass will buy headphones that have strong bass --- and then turn the bass up on the EQ too. :)
Not to say that Beats are great or anything, but applying a bass boost to something with a flat response is not going to produce better bass than housing, speaker, etc that all resonate together at the right frequency.
Another thing to keep in mind is that most people will be using these in noisy environments.