Bose has an excellent brand name, akin to Rolls Royce in automotive(I understand there are more higher end audio companies, but they don’t have general public r

Bose has an excellent brand name, akin to Rolls Royce in automotive(I understand there are more higher end audio companies, but they don’t have general public reach of Bose). But it does appear they are getting chipped away at by upstarts like Beats & Sonos on the low-end luxury slice. I wonder if Bose will have to choose going the way of Leica & Zeiss and conduct more licensing deals? I do find it odd that a company with a physical product that demands in-person experiential evaluation would remove the experience. If I had to guess, I suspect they will follow with in-store experience kiosks with retail distribution partners, much like what is found in some key airport locations. This does put a dent in the concept of experiential retail.