One thing that I should add that is critically important is that Altec Lansing offers custom fit buds already, BUT you need to get fit at an audiologist office. So, Altec Lansing already has a market share for custom buds... the sonmax fit technology will add a DIY custom fit at a lower cost then the existing $500+ set of buds. How many people who would not pay $500 WILL pay $200? Food for thought, think about it!