This isn't the bluetooth headset mid-level executives with boring jobs used in 2005, it's being marketed as an "earable" or "wireless earbud" and doesn't want to be used only for phone calls. They're betting on voice directions, text messages read aloud, quick voice searches, and adding things to your to-do list as its primary functions. Basically, if you've seen the movie Her, the kind of thing the main characters uses to talk to Samantha, except with not-so-sexy Siri-like robot voice instead of Scarlett Johansson's. It's coming soon and priced at the just $149. More info here.