“I’ve tried different brands of hearing aids, and they're good, but they're not this good,” says Martin in a Zoom interview. “I was here in our building, and I was at a party upstairs, and I had my old hearing aids in,” he says. “I’m sitting talking to four people, and I realized I can't understand any of them, and I go, wait, I have these new hearing aids. In his defense, Fortell has resisted the temptation to jack up the traditional price of premium hearing aids—the $6,800 is actually a bit less than some other medically prescribed hearing aids. (As with other high-end hearing aids, the price is part of a package that includes fitting and support from professional audiologists.)