LOL I see most users comment about the 'less cool' design but for mew really that is the lowest order of priority for a device (unless it is a garish neon colour in badly fitting plastic). Sound quality, battery life, connectivity options, and comfort are what is important to me.
So what stood out for me here was the battery life (more than double most of the competition, and that is really something), and the improved comfort. The design is not all ugly, just blends in more with the others.
I like, too, that it has both wireless and wired options (one of the reasons I went with the Corsair Virtuoso XT's).
See Sennheiser Momentum 4 headphones review: less cool, more comfortable
A much more comfortable (but terribly generic) design.