It seems like a misguided attempt by an out of touch group of 50-something marketing managers to be hip/relevant.

I think you've hit the nail on the head here. Apple circa 2004 nailed marketing. It seems recently they've stopped 'evolving' and are looking to past concepts that have worked, but no longer relevant.

Beats was cool because Dre is a legend and a celebrity. I hope Apple starts using some of Beats' marketing people for their own brand.