Bose’s QuietComfort Earbuds II get serious about noise cancellation

Bose doesn't want Apple to hog all the limelight today. On the day Apple showed off its latest AirPods Pro model, Bose showed off the QuietComfort Earbuds II - $299.99 wireless earbuds that claim to deliver the world's best noise cancellation," according to Bose's press release. They're available for preorder today in black (white is coming the first week of October), and shipping starts on September 15th.
I spent about 10 minutes with the new earbuds at the launch event, during which Bose barraged the press with a cacophony of sounds from everyday life (trains, planes, automobiles) to show off two new features: CustomTune sound calibration and Aware Mode with ActiveSense. It's impressive; ANC always makes a big difference, but the leap...