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I'm pretty skeptical as well. I mean let's be honest: Beats Audio on laptops/cellphone is entirely just software. It's a crappy software EQ preset.
I read a bunch of the forum posts are reviews on it, and listened to the pre-rendered samples (I run Linux, so I can't really use this software). It does give a surround/sound-stage effect on headphones. But it also doesn't seem like it's anything different that the A3D technology Aureal developed back in the early 2000s (and which Creative bought up and then killed because they suck).
There are a lot of positive reviews, so I guess some people really like it. Personally, I only use headphones at work, and I'd honestly rather save up for a hardware tube amp over something like this.