The hearing aid industry has huge profit margins and getting a set properly adjusted can be a difficult process. NPR reports on a new approach - where an inexpensive unit has a Bluetooth connection (probably BT low energy) for adjustments. The quality is high, adjustments are easier and the price is a tenth that of current units.
Given hearing loss among baby boomers, this could be a big thing and competition seems likely. There could be a big disruption of the current business. Something similar is likely in the eye glass frame market with Warby Parker and others on the attack).
For now the device is being marketing as something for mild hearing loss disguised as a BT headphone, but the potential for a full hearing aid replacement is there.
(hat tip to Sukie)