Why are people still paying so much for hearing aids? We use e-commerce and supply full support for our hearing aids. We understand that some people want more than just hearing aids, so If someone calls us they have access to a whole team of experts, and we can give them hearing aid programs for special situations if they want that. This is especially great for older rock stars, who have quite special on-stage requirements. We have rapid repair and maintenance in house – with all of this, we can charge much, much less than most of the prices I hear quoted. There are certainly web sites saying that the sky will fall in if you buy hearing aids via e-commerce. This is despite the fact that there is the opportunity, which we have taken, to provide more service, not less, using this model. My team does in house repairs, with 12 hours a day of remote support available, and in-house experts in a variety of disciplines in addition to audiology. The general public is not paying for a fancy shop front, lots of paper advertising, subsidizing the few people who have complex hearing difficulties, and large middle man fees.