Etymotic takes things seriously. They’ve started an earbud customization program that allows you to create impressions of your ear canal that translate into perfectly fitted earbuds. Considering most earbuds come with either a) nothing to fit them properly at all (looking at you, Apple) or b) a little rubber nubs that look vaguely sexual, this is a big step in the right direction. Custom fitted earbuds give you the benefits of greater sound isolation and therefore better audio quality. It should be noted that they will do nothing to improve the audio quality of say, Nickelback, which will always be ear rape.