I agree....
B&W and B&O have their in-ear offerings at the $150 price-range. They both do a great job at staying put. I don't think people will necessarily mind $200 so long as the quality is really stellar. The B&W buds are really top notch and for the price a huge bang for the buck.
If the pedigree of KEF's offerings are really shining through here, then the phones are heading into the territory for Grado and other more premium offerings.