We get asked this question more than any other: “Why shouldn’t I just go to Costco? Their hearing aids are cheaper.”

It is a fair question. And if your goal is simply to own a piece of hardware, big box stores are unbeatable on price.

But hearing care is not about hardware. It is about software and service.

The “Locked” Device Problem

When you buy a hearing aid from a big-box retailer, the device is often “locked” to proprietary fitting software. This means:

  1. Independent audiologists cannot adjust them: Because we cannot access the specific software required, you are tethered to that retail chain for all future programming.
  2. De-featured Technology: The devices may be “de-featured” (stripped down) versions of premium models, lacking specific processing capabilities found in the flagship versions.

At Ear to Ear Audiology, we fit unlocked, flagship technology from major manufacturers like Phonak, Oticon, and Widex. You own the device, and any audiologist can service it.

The “Real Ear” Difference

The biggest difference, however, is not the device—it’s the fitting.

High-volume retailers rarely have the time or equipment for Real Ear Measurement (REM) verification in realistic environments. They often rely on “First Fit” settings—a generic programming standard that the manufacturer suggests.

The Scientific Reality: A landmark study by Leavitt & Flexer (2012) published in The Hearing Journal revealed that “First Fit” settings failed to match the patient’s prescription targets in over 80% of cases.

Read the Leavitt & Flexer study

The Service Model: Transaction vs. Relationship

  • Retail Model: You see a different technician each visit, with appointments designed for efficiency rather than depth.
  • Concierge Model: You see Dr. Lin every time. She knows your ear canal anatomy, your lifestyle, and your preferences. The goal is an outcome.

The “Cost” of Cheap Hearing

If you buy a budget device but leave it in the drawer because it whistles, echoes, or doesn’t help in noise, it wasn’t cheap—it was a waste of money.

Premium care means getting it right. It means devices that you actually want to wear because they sound natural.

Don’t settle for “good enough.” Your connection to the world is too important.