I suspect it's driven by nends to some extent but also by the marketing and price and legal teams of competors who see financial opportunities
It may be all apps this and apps that these days but the humble Web browser is still a lucrative business for some. MS are not going to let go easily. Secondly the loss of the Web browser on desktops is seen a slippery slope to depleted control of the desktop itself.
We geeks tend to forget that most home users and businesses tend to just go with what is native to a system OS. Many simply won't bother getting another browser and will just put up with things they may not fully like.
As with so many services, if you're not paying - there's a strong possibility that you're the product.
In this case the product is user data, users are paying with their privacy and the data gained from their likes (targeted advertising etc).
These may be ultra low power but they still require a power source either wireless or need to be charged. Aside of the power needed to transmit stereo audio data surely the power of moving the tiny speaker diaphragms is significant enough. Especially if you like some music loud or bass heavy.
I would be a fan of the ear bud type design although it's hard enough to get ones these days that sound well. The ones available in the mid 1990s seemed better to me.
Wireless charging would concern me a little if beamed to my ears. I don't worry excessively about such things normally but doesn't that data rate seem high for that proximity to your brain too?
If they're battery powered, it's just another device to be charged daily along with the phone, the tablet, the smart watch watch etc. I'd think I'd prefer the old fashioned wires until batter technology improves improves.
One more thought, something similar was done for a tiny fm radio also in ear based by Sinclair Research in the 1990s. That didn't catch on either.
I welcome these steps because it is shocking how little people realise that they have shared unknowingly. Or worse that others have shared on their behalf.
How often do you encounter family or friends or colleagues who proudly boast that they don't have a social media account therefore they have nothing to fear. Wrong! Wrong! Wrong! Not having an account just makes you ignorant to what has been posted about you or your children or other privacy concerns.
With the advent of smartphones, public cloud storage and various dubious smartphone malware dressed as popular apps, we've all become custodians of each others data to some extent. But few are aware or understand the implications.
I wonder should they be teaching more data security and privacy to kids instead of concentrating their efforts on teaching them all how to be coders.