This document discusses overcoming barriers to hearing aid use by making them more affordable, accessible, and desirable. It proposes an online model for testing hearing, purchasing hearing aids, personalizing them at home, and getting web-based help from clinicians as needed. The goal is to remove middlemen, allow for upgradable technology, provide real-time usage data, and offer eHealth solutions to transform the purchase relationship and motivate self-management through easy-to-use and human-centered designs. It also discusses the need for investment to further this purpose of helping more people hear by leading with the company's purpose and values.