I don't really get why these exist? Who are they for? How do they differentiate themselves in the market?
Apple's AirPods were an improvement with their chip and iCloud integration - so anyone in the Apple ecosystem would get ease of use and stability benefits.
Other brands, like Sony, Bose, Sennheiser etc. trade on their audio quality (and things like noise cancellation), etc.
What do these bring? I don't get it.