My ears get waxy and anything with a cushion is gross. I will only wear ones with a hard shell that can be cleaned regularly.The problem with in ear buds is you can't get extensive time to try them out and each individual have different shape ear and size. I agree comfort comes first and sound quality is close behind. If Jabra comes with different size cushions that you can swap out that conforms to an individual's ear, then I think they can sell very well. I think the Airpods shell is on the slick side and it would be nice if there was a cushion to hold inside the ear better.
Luckily - AirPods fit my ears perfectly. They’re so comfortable I often run out of battery after wearing them five hours straight, thankfully you can wear just one while the other charges for a few minutes. Often I forget I’m wearing them.
And I’ve never had them fall out - no matter how physically active I am.
At a desk I prefer full size headphones for better sound quality, but otherwise AirPods are great.