From what the video says, it sounds like you could get a much better price by buying the devices directly from the constructor, even without the healthcare subsidies. But doing so means you need to calibrate them yourself.

I wonder if some constructors could target this use-case by making aids that are very easy to self-calibrate.

On the other hand, the median hearing aid user is pretty old, has lots of disposable money and has never watched a youtube tutorial in their life, so it might be a small market.