Invisible hearing aids?

Why are the manufacturers so fixated on making our hearing aids unobtrusive? This morning there is an ad in my browser for “invisible” devices. Hearing loss is nothing to be ashamed of. The days when a deaf person was automatically labelled as dumb, are surely long gone in the 21st century. The more our companions realise that we are struggling to hear, the more chance we have of getting them to learn how they can help us – and them in turn. So trying to hide the condition is self-defeating in my view. I remember one member of our group, sadly now dead, who decorated her tubes with coloured plastic to match her outfit specifically to draw attention to her needs!