As the audiology industry reacts to the news that Minnetonka-based health insurer UnitedHealth Group is making discounted hearing aids available for only $749-$949 per ear to both their customers and non-customers, NowiHear.com, a wholly owned consumer marketing division of AuDNet, Inc. wants consumers to understand the potential dangers of this initiative and is offering an alternative. NowiHear.com is not alone in their concern about UnitedHealth Group's decision, and joins the Minnesota Department of Health and professional industry organizations that have taken specific actions regarding this news such as the American Academy of Audiology, Academy of Doctors of Audiology, and American Speech, Language, and Hearing Association.