The model relies on retail sales The secror is unproven and will...

The model relies on retail sales
The secror is unproven and will be awash with product in the future and generic non qualified product of various quality
It will be a quagmire and I am not sure HP reputation " average to poor " IMO branding and unknown in med device field for retail will be much of a sales driver. Still better than unknown Nuherara which nobody knew because they turned over so littlestock and were basically paying all margin plus in advertising/ promotiona nd getting no traction.
Sector is unknown to public and unknown how it will perform so expect cash burn and stiff competition.
Law of the retail jungle is big guys and innovative branding and promotion usually wins regard;ess of actual quality and features of product.

Biggest hard sell is for someone with enough hearing loss to need them to chose buds over a slim BTE for a work environment. Buds are seen in community as antisocial .

Hearing aide manufactures will IMO ( under own branding or sister branding) eventually eat this market and use it as bait to promote branding and start client on pathway to their more expensive audology studio and overpriced products.

This is a tough market and teh big boys have very deep pockets and are quite agile