[cvigoe]

This reminds me strongly of when cigarette companies started to produce nicotine patches. Without sounding too cynical (it does look like a product that could be useful for people who just happen to be in noisey environments a lot) , I can't help but think Bose are trying to position themselves at the top of a new product line: hearing aids for people who damaged their own hearing through excessively loud earphone music but rebranded to not be considered so obviously as "hearing aids" in the current sense. Not that that's necessary all that bad, it makes sense for a top consumer audio company to tackle this "problem" if it is a thing; I'm by no means an ear expert but I wouldn't be surprised if a surge in hearing aid demand is due as the effects of prolonged earphone usage starts to surface.