The example they gave was for people who happen to drive Porsches. What they foresee as the future of the technology is that a Porsche driver will be able to go to a dedicated portal and download the noise cancellation frequencies for his model of porsche. That way, whenever he (or she) is driving along, roof down on their fancy-pants car and Bluetooth headset sticking from their ear, the device will be able to almost pre-cancel out the car’s engine.
It’s an interesting idea, even if it’s one that will probably take a while to implement and has lots of question marks surrounding it. What do you think?