Among various other car things, I'm very enthusiastic for in-car noise cancelling: https://www.theverge.com/2019/1/9/18175748/bose-noise-cancel...
But I can't shake the suspicion that a significant percentage of loudness fans want other people to listen to their vehicle (With bikers, this is explicitly acknowledged in the name of security: "Loud Pipes Save Lives").
This is one of the biggest gripes of automotive reviewers when it comes to cabin noise and I agree. My GT-R has it (that exact Bose technology you linked) and I find it quite obnoxious. It neuters the sound of engine and all I'm left with is more road and wind noise. Save that for an S-Class, it has no place in sports cars.
That is the intended functionality Bose's current tech, but it doesn't work very well for sports cars in my opinion. It's probably just an update that they're re-branding as an entirely different technology.
Same here. That said, the flat 4 has a really nice note (engines with a flat plane crankshaft generally do) so I can understand why people want it to sing when they step on it.
Given some places are requiring EVs to actually emit a little more sound for the benefit of blind and partially sighted people, I'm surprised we're not moving towards choosing vehicle sound packs along with paint colours...