I don’t think any hearing aid is so “artificially intelligent” that it always knows the best settings or even the user’s preferences (as if that should matter! 
). The first image in the following post shows that within Target fitting software, there is wide latitude in the Sphere I90s for how much directionality they will employ and how aggressive Sphere noise reduction will be. Both the bubble (I) information tooltip and a Phonak Audiology Online course on the Infinio line (focusing on the Spheres) say that the fitter need not worry too much about the exact directionality setting or the strength of Spheric noise reduction, that the user can vary those to some degree in the MyPhonak app. If you click on that first image to enlarge it to full-screen and zoom in on the icon at the right end of the top line, you can see it favors hearing what’s straight in front of the user. That preference is maintained to some degree whether you’re in more all-around listening mode with the slider placed all the way to the left and just much more accentuated when you’re in Ultra-Zoom mode with the slider all the way to the right. Most humans look in the direction of what they want to hear best - as well as the natural social instinct to look to show the talker you’re paying attention. The natural pinna effect of those with normal hearing amplifies sounds in front of the listener in mid to high frequencies 4 to 10 dB more than sounds behind the listener. Just as I experienced in the Apple Store on 11/23, hearing conversations to your side or behind you can be distracting in some situations, and in others, it can be beneficial. So why not have the ability to have some control over that in the MyPhonak app? When several people talk simultaneously close by, it’s hard for even a normal-hearing person to sort things out. It’s great to have help from one’s HAs if one wants.
See first image in the following post: Phonak Sphere l90 versus l70 - #44 by jim_lewis
Link to actual image: https://forum.hearingtracker.com/uploads/default/optimized/3X/b/8/b8fd7b30bbca6460d0fc788c78086768a7186f52_2_1035x712.png
Here are the corresponding sliders 1 and 2 in MyPhonak under Adjust Program options (click on the image to enlarge):
