I can see where it may be helpful to crowd-source settings at certain locations. Maybe the noise profile at a pub responds best to a certain setup for most people, but you don't want to twiddle with your hearing aid until you figure it out. A statistical analysis of others' settings, along with some rating of satisfaction with them, could help adjust a hearing aid more quickly.
I'm sure Apple could come up with an easy interface on the iPhone to quickly adjust, rate and share settings. Maybe even store some info about each person's hearing loss profile to better match people with settings...
Of course, I haven't read the article yet, so this could be redundant.