I've long been a Bose basher, from a sense of audio quality for the price paid. It's not that they usually sounded awful, it's just that they didn't sound worth their asking price. Far better choices for less money available and all that.
However I make an exception with their noise cancelling headphones. Understand, I am very sensitive to both headphones and earplugs. My ear canals are sensitive and I cannot wear plugs for very long without experiencing major soreness. Similarly, most headphones tend not to fit my rather large head well. The weight and/or tension is usually too much, even when adjusted to their max size, and I get headaches with prolonged wear.
I've owned and tried a wide variety of headphones and earphones, both wired and bluetooth, looking for something that I can tolerate for more than several minutes at a time. I travel from time to time, and long flights can be unbearable with everything I've tried. I really wanted bluetooth in particular, but in addition to the aforementioned physical discomforts, I've have had some kind of drawback with every BT set I've tried, whether it was audio quality, signal/pairing stability, or battery life.
I recently gambled on a set of QC 35 headphones after exhaustive research and a killer sale. I held my nose slightly at the Bose name, but the reviews were near unanimous in their praise. These headphones not only offer excellent noise cancellation, battery life, and bluetooth performance (along with a handy iOS app) but their light weight, light tension (even on my generous noggin') and incredibly comfortable ear cups are a dream to wear. I can finally wear headphones for hours. Do they produce the highest fidelity, best quality audio? No, but I'm not a purist either. They sound plenty great for me, and combined with their physical comfort, I don't believe there's a better choice out there for the price, especially given the deal I found (about $200).
So while I'll likely continue to avoid their external audio products, they've got this comfortable headphone thing pretty well figured out. I'm a convert at least.