They dynamically adapt to the environment. I'd call that pretty smart for earplugs - certainly more directly applicable to their intended usage than smartphone-style connectivity. [edited to remove snark]
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.