As someone with moderate hearing loss in both ears since ~1st grade, I'm all for expanding access to hearing aids. It took changing doctors in high school to finally get a prescription, and it was life-changing. Not cheap, but entirely worth it - I'm grateful to have had access at that point.

Cost is still a challenge, of course. But I'd like to point out that my current set of aids ($2800 pair) just hit the 5-year mark of usage, and they are still working perfectly. For devices that I use ~16 hours a day, everyday, it's amazing. However, it took 3 visits to the audiologist to get the tuning/fitting just right. For the first month of use, these hearing aids were "garbage" (I was really frustrated). But once we hit the mark, I have had zero complaints ever since.

So, that all said, there is tremendous value to initiatives like the Bose SoundControl Hearing Aids (~$900 pair off-the-shelf hearing aids), but the biggest hurdle they face is the fitting/tuning portion. I've tried them, but they don't fit my ears well, so I can't use them effectively (yet - I want to try adjusting the receiver cables).

I'm hopeful this is just the turbulent beginning of a new hearing aid market that expands access to as many people as possible, because it is far from a solved problem.