The core 5% of their audience would just buy what they know rather then spend their time researching the market they don't know and don't have any interest in.

The core 5% of their audience would just buy what they know rather then spend their time researching the market they don't know and don't have any interest in. Spending that time and attention on research would be much more expensive to them than the cost of the headphones. And the 95% really want to signal others that their time is as expensive as of those 5%.