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Why are there so many $80-$200 IEM's that look almost identical, and what separates them from each other?

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I have seen a thousand different brands that all look the same with some fancy pattern plastic IEM. Why so many?
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A ton of offerings from Chinese manufacturers use off the shelf pre-made shells and components that is why they look similar (and one of the reasons they remain lower cost). Many designs also follow a similar shape as it fits more peoples ears.