Most of the hearing aids I know of costs from $1100-$3000. Not to say this isn't overpriced, but the article makes hearing aid prices seem much more sensational than they really are. This price range is for the BTE (behind the ear) models- not the super hidden in the canal models. Of course, your desire to hear is more important than your desire to be fashionable, right? People hardly notice BTE aids anyway. I've cycled through several BTE hearing aids in the last 10 years (due to loss or damage); all of them were prescribed by an audiologist. My most recent one, which is two years old, cost $1700.