And then there are younger people like myself (Gen X), who go to...

And then there are younger people like myself (Gen X), who go to places where there's a lot of background noise and can't hear a word anyone is saying in the conversation. Funny thing is, if I mention that to other people who are there, it's surprising to hear how many of them say "yeah me too". Beginning to think 50% of people just smile and nod their heads in group conversation because they can't bloody hear what anyone else is saying. I'd say Gen X are the first real 'earphone generation' who, whilst we may not be totally deaf, we have lost a significant portion of our hearing (thanks Sony Walkman! You were so cool at the time with your eXtra bass!) I think because of this, the NUH effect will snowball, as more middle age people start to realize they have lost more of their hearing than they thought. They just didn't notice so much because it was gradual. I envisage trying on IQbuds for the first time is going to be like wearing glasses for the first time. (I didn't realize I'd gotten so blind/deaf!)