I went to the website and did the hearing test wearing headphones.  Then listened to a piece of music which then cycled from not corrected to corrected for my hearing test.  The difference was clearly audible and sounded better, with a more distinct sound-field.  Interesting concept and may be similar to the AKG headphone system.  Don't know.  Personally I can't stand IEM's but it will be interesting to see some legitimate reviews.