I have Bose QC35 and personally I think that app is great because:
1) you can select the level of noise cancellation, and I found that I appreciate more having a low level NC a part from when I am on a flight where I use high NC
2) you can select 2 devices to pair at the same time, having 2 laptops and my iPhone at work is great to be able to switch with an app
That said, these two actions do not require to collect users data..so they should stop doing that without users’ consent