Broadly speaking the multi-band directional instruments with the adaptive directionality can beamform on specific speech sources in an environment while creating nulls at various noise sources. If it’s done properly, it’s also possible to rotate the speech/noise around the wearer and get the aid to track them while maintaining the SNR levels.
Negatively the dominant speech in the room might not be the one you want to hear.
In all honesty Starkey may be paying Gus Mueller to go around the World in an attempt to shore up support for their products, but they are way behind the curve in terms of the technology. Put another way if you subscribe to a technology ‘ranking’ they currently sit somewhere behind Bernafon and Unitron. Also IMHO, their current market share is mainly a legacy from their early ITE success and dispensers being unwilling to change to new products. AND dealing with feedback shouldn’t be major positive for a product, it should be par for the course.
If you want to take something back to corporate, tell the R+D people to go away and ‘Invent’ something rather than just ‘innovating’. If you’d spent the cash on that instead of all the light shows and dancing girls you’d have a viable product and proper market share. (It’s called a ‘strategy’ BTW)