"Open-plan o ffices, crowded stores, and busy restaurants generate high levels of ambient noise. Holding a conversation in these environments requires concentration and effort, even if you have normal hearing ability. Pure helps relieve this. Its advanced SpeechMaster function continuously monitors what you are listening to and singles out the dominant speaker, while reducing extraneous voices and noise. You hear what you want, not the rest. As a result, hearing requires less effort and is less tiring all day long, in every situation."