shareprice, page-147

"but there is a lot of competition"

Yes there is in the Wireless earbud market - Apple Airpods for example. Hence Nuheara leaving that product (Live IQ) for after the IQbuds and IQbuds BOOST products.
Its a good thing that the market is so big (Apple looking at 28m sales), and that Nuheara's product is superior with ANC.

In the hearing assist market of course there is NO competition. No other product with the augmented hearing capacity. Hence Nuheara focussing here first.