No offense but this is such an unhelpful article that it would be better to post a link and not pretend to summarize anything. First of all "beyond" is such a loaded term, but that's par for sites that don't write good technical articles. The summary implies Bluetooth goes through the cloud, it does not. It does not give us the key information, is this a new protocol so that people can continue to buy headphones from any vendor, like Bluetooth and other standards, or is it a proprietary (lock in) thing?