Flyin'Dutch', I agree, DC's marketing doesn't seem anything out of the ordinary. Certainly their website is awfully basic. Word of mouth seems to be the secret of their current success: everybody's instructor has a DC headset, so their students buy the same model, and then some of the students become instructors, and the process repeats itself.
Monocock, if you find DC's earcups to be too big, for goodness' sake stay away from Lightspeed headsets. I tried them on once, but they were like wearing moose antlers: huge!