> I can see unnecessary features being added just to set themselves apart from the competition (add more checkboxes to the packaging). This will also add complexity (something that the elderly (including me) don’t need). All these “extra features” may add additional costs.

For a lot of younger people with hearing issues, things like bluetooth connectivity and app control have made a massive difference with current gen hearing aids, I'd suggest it's more likely that you simply end up seeing more choice, with devices targeted at specific markets. I seriously can't see more suppliers of hearing aids resulting in an increase in the price tbh.. Certainly not from where they are already..