I have a pair of Triple Fi 10 pro. They are really good.
Some time ago I tried some upper class Shure IEMs and sold them a couple of days later. I stopped searching for IEMs because testing them in stores is near to impossible. Also my expectations towards the Shures were so highly dissapointed....
But then I had the chance to listen through UE's complete (non-custom) product range... I tested the triple fi 10s 3-4 weeks and finally bought them.
I like UE for their honesty. While almost every manufacturer wants to tell us that his $80 Headphone provides a frequency range of some Hz to 30 kHz, UE just states "10 Hz - 17 kHz" (best case; triple Fi 10). When scrolling through the seller's websites, this will for sure be the reason not to buy UE for some people. This fact and the good experiences up to now is why I will stay with UE for a long, long time. Next step for me is a pair of custom ear pieces and a good portable headphone amp.
One last thing to say. The 10s are not completely free of some kind of "sound" and therefor not perfect, but under some circumstances they are by now the closest approach towards "real" HiFi that I have heard. Their dynamic abilities in combination with very low intermodulation distortion are fascinating. Listen to a good opera singer - wow :'''')