Don’t Touch the ear-buds

So the new iPods were released yesterday and they look great, but the focus seems to be continually on the stuff that the iPod was never originally about. Better screens and more powerful graphic capabilities to name the main areas of improvement are most welcome but isn't this still a music-centric device? Even if it isn't it certainly is a sound-centric device with their new focus on gaming - so why have they not looked at the ear-buds in all the years the iPod has been on the shelves?* It seems bonkers that Apple can spend millions(?) on the development of Multi-Touch and Retina display but not once question the pap that they bundle as the listening device. A decent pair of Sennheiser in-ear phones cost less than £20 in the shop. I reckon the upgrade to Retina display for the iPhone 4 and now the new iPod Touch cost more per unit than that.
* I know why really - they are an accessory and therefore there is money to be made on the upgrade of said accessory.
