Well, Bose has a long history of continually hyping whatever they're selling as the complete & utter pinnacle of sound reproduction technology, whether or not that's actually the case. Before the internet it was through their print media ads, starting with their Direct/Reflecting home speaker tech, continued through the 800 series PA speakers, Acoustic Wave tabletop radio, etc. Not to say there were not benefits, but that the choices they made -- single driver size, requiring certain room boundaries/geometry for optimal sound, need for active EQ/processing to get full-range response before the tech was really there to do so optimally -- did not always equal great trouble-free sound as advertised.

That said their implementation of noise-cancelling headphones/earbuds was a legit game-changer. And good on them for open-sourcing these speakers!