Thanks man. Tbh there is nothing about the 599’s sound signature that i dont like. Currently very happy with the sound of my two gears - 599 and bl03 . Both are very inoffensive. So yes, my urge to upgrade is from the reviews more than anything else.Welcome to the audio world, where exactly this is what happens as incremental gains are very low.
So, unless you have already auditioned these HPs and now you can't go back to your 599s, I would say just ignore the urge to upgrade right now.
People ignore one important factor when they get enamored by the reviews and sales and that is the sound signature. What if the sound signature of these HPs is completely different from the 599s. Will then, they even feel like an upgrade. First take a look at the sound signature you like (which might be completely opposite of the majority) and then decide whether these upgrades suit you, or whether you are willing to change your listening style (which is also possible).
Your point is quite valid and make a lot of sense.