Remember this is the company that rushed to have a release a few days before Apple's predictable, scheduled, yearly event. I think they're trying to not get drowned out in the rush to get AirPods. It's telling that Apple doesn't refer to the AirPods as bluetooth earphones, because quite a few consumers have had less-than-stellar experiences with bluetooth (yes, all us nerds can navigate the process). Indications are that the AirPods sound quite good (from the few that have had the chance to try them), but they could simply be decent sounding, and dead-simple to connect, and Apple will sell literal tons of them. Because a lot of (non-tech-forum-inhabiting) people are looking for "sound as good as the included wired headphones, but without wires". And that's something Apple is quite capable of pulling off. And Apple can offer them at iPhone purchase time ("would you like fries with that?"). Bragi is worried about becoming irrelevant, regardless of their earphones' merits.