The edge that IQbuds have at the moment is that they're...

The edge that IQbuds have at the moment is that they're hearables and their competition either isn't or isn't as good at hearables.
If all earphones do become hearables by 2021 (not that far away) and assuming by then, everyone else has had enough time to match IQbuds on their "hearable muscles", battery life, etc. IQbuds may well get left behind by the competition.

(I understand this isn't the best parallel but) sort of like what happened with smartphones. Apple was the special innovator. Then Samsung came along and started giving them some really tough competition. For a while it was only these 2 big guns in the game. Then now there's Xiaomi and HuaWei who've started eating up big chunks of market share - in some markets they're even outselling Apple and Samsung. In fact, a case can be made that the only reason Apple and Samsung are still able to sell phones at all is because there are enough brand whores who'll trade in their souls even for Apple/Samsung branded toilet paper.

Of course, when that day comes (in 2021 or whenever) most of us would have already made a tidy profit and sold out, or (hopefully) Nuheara will have new innovative products and stay a few strides ahead.