It's pretty much pronounced like you'd guess. I've heard them try to put a German spin on it and make it 2 syllables (shi tah), but then you lose all the good puns.
I've definitely noticed there is a point of diminishing returns on audio gear, so I try to shoot for 1 tiny step past where I think that is just so I don't 2nd guess the purchase. Had a few sets of Sennheiser & Grado cans that everybody raved about, didn't do it for me (especially with the price and reliability issues of the former).
My ears are certainly in the copper range, not tin but far from golden. Might pickup a more power-hungry set of cans that would push the setup harder than the Shure IEMs. But a nice set of IEMs and this Marshall phone would probably be indistinguishable for most (all?) of the potential customers.