Bose does research. They do their work, probably more than "Beats" did. They deserve credit for that. Sure, Bose's products sound like shit up and down the product lines, and the old audiophile refrain was "got no highs, got no lows, must be Bose." Companies change over time, though, maybe in the last five years Bose improved the quality of their speakers, but there were not great in the 80s, 90s, 00s. But hey, at least they're a semi-reputable audio company.
Beats was the headphone partner of Monster Cable for the last few years, which fits. Both are overpriced and overrated self-promoters. Monster tried to get their cables in to all the Best Buys and Radio Shacks it could, getting store managers to promote the products ceaselessly. They're not terrible cables, just 5x more expensive than they should be. Beats went the hip-hop artist crowd, just like Monster getting a clueless crowd to push their products incessantly. Both are examples of success through product promotion rather than... you know, having a better product.