They look interesting. I thought the 30 dB noise reduction was an ANR reference but these are passive like my Halos.
I couldn't be more happy with my Halos. I've had them three or four years and they are quiet and clear, extremely light and simple. Spend the time to get that foam insert squeezed down correctly and inserted and they're as quiet as any ANR I've ever tried. That's what I've commonly heard/read from others as well - even guys with very noisy open cockpit acro planes.