I go on about Yamaha as a company a bit, but when I saw this, I saw a future Yamaha level of design. Cars are just rolling smartphones now anyway, and even if this instrument becomes a loss leader, it may move Kia from a car company to a lifestyle brand.
The pink noise stuff is more interesting than the woo implied by it, since it's the basis for lofi beats, and ambient/minimalist music in general is arguably hitting a new crest probably not seen since the early 90s. I just paid an unreasonable amount of money for tickets to see Olafur Arnalds, and saw a symphony do a Philip Glass premire just the other week. The old musique concrete concept was full of pretentious silliness, but the core idea of 'music as an experience' seems to be blooming just now. If you listen to electronic music and DJs, a lot of it is ephemeral, and this Kia instrument for personal sound design seems like a tool for that same experiential music.
Their appeal to science on this one is neither here nor there for me, but I've done some reading on the topic to support my own music experients. These were the papers that I used to justify buying more VCOs for my modular rig, and they may be on to something:
meta analysis of effect of binaural beats on cognition, anxiety: https://link.springer.com/article/10.1007/s00426-018-1066-8
effect of binaural beats for asmr effects on sleep: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6900908/
Worst case, it's a spectacular flop, a bunch of them end up going for pennies on ebay, and a few years later some poor kids somewhere pick them up and use them the way they did the Roland 303.