I was a mastering engineer before becoming a founder, and my cofounder was DSP engineer. We're both allergic to bad processing so we were pretty sceptic about everything Bose. Their other stuff is terrible, but this is awesome. Just did 20 hours of travelling, couldn't be happier. I also have 1400 USD custom mould Ultimate Ears but I'll never use those again on planes.
Only downside I've come across is some pitch bending when listening to high pitched strings in soundtracks (Rogue One, Arrival)
I tried the Bose wireless noise cancelling earbuds, QC30, and they were probably a 2.5/5. Short battery life, daily connectivity issues, awkward neckband (very heavy), and emitting a high-pitched artifact sound when using the active noise cancelling. I gave them two weeks before returning. The ear tips were amazing though — I'm thinking of trying to retrofit the Bose tips to AirPods.
Can't say I care for the QC35, I've seen it have significant microphone issues sometimes if you are using it for the headset feature.
http://thewirecutter.com/reviews/best-noise-cancelling-headp...
[1] http://thewirecutter.com/reviews/best-noise-cancelling-in-ea...