These are definitely not the world's first smart earplugs - Etymotic has been offering this kind of technology for quite a long time now.
The problem as I understand it, is that the skin in the ears isn't really tough enough to stick something in there for too long. Reportedly US marines abandoned those linked above, as troops started bleeding from their ears after a certain number of hours of use. Now, that was probably 20 hours+ - not really a problem if used only for sleep or only for work. But for any kind of 24/7 use, something molded to the outer ears is probably better.
They've never made my ears bleed, nor anyone else I know.
Maybe troops should wear properly fitted moulds :)
I use earplugs every night. The ones I think are most comfortable block up to 38 db at low frequencies and 48 db for high frequencies. They are really soft - and I mean: really. I sleep like a baby (and I don't miss my alarm in the morning). Still, in case of fire during a REM phase, I probably will die ;o).
I also have professional plugs from the acoustician that were fitted to my ears, but they are much harder (silicone). Those I can wear during the day (underground, bus etc.) but not during the night. They do hurt the ears brutally. The little movements that happen, when the ear rubs the pillow are sufficient to cause severe pain.
[Edited to be less snarky, before I noticed the reply]
Arguments about marketing aside, the 'Hush' and the 'Gun Sport Pro' have very different capabilities and serve different functions and markets.
It's too easy when you see a new product to point to something similar and say 'Meh--nothing new here'. In this case I think there's real innovation and I responded to your post to try to make that point.