Ann: Nuheara Partners with Widex and Bloom Hearing, page-61

There is particular market of older, hearing deficient people that [I predict from my own experience] is generally not interested in streaming music - only hearing augmentation. So Bluetooth is not a problem. Once set up for this purpose, IQ buds do not even need the phone nearby. The wearer can just 'long tap' the right bud to cycle between the four chosen presets.
I successfully use mine in restaurants and bars to offset 'pub deafness' all the time even when my phone is at home. I've yet to use them to stream music.
This same market would generally be happy to pay someone else a fair fee to do the initial setup and demo so that they don't have to go up the learning curve of app downloads , pairing, and youtube videos themselves. It's a different market segment to those cool young things on their tourer bikes, with different needs. But potentially much larger and more lucrative.