This is just me, but outside the HD6xx and THX00, the IEMs are probably their best selling audio stuff. They're easy to ship, and they have pretty damn good partners.
No, more seriously, IEMs are very hot for one reason or another, and like others said, very cheap to ship and IEMs are niche enough that the manufacturers are probably much easier to work with than Senn or others who don't really need Massdrop.
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