The long term business is the 'innovative replaceable monthly filters' (1:22 in the video). $27.99 a month. After ten months you'll pay more for the filters than for the mask/headphones combo.
Anyone else tired of reading about Wil.i.am's low innovation technology businesses? I don't know what it's like in the US but Wired UK have covered him far more than any of the companies he's involved in deserve.