I told everyone the news would be exciting! Yes, seeing the picture of that FR (or maybe it's a PR) is exciting, but let's not overlook the other important part of the announcement - adding the "R" option to a Noble CIEM! For me, the idea is very appealing. I have not heard the 5C but it supposedly sounds warm and full, along the lines of the original 8.A sound. So take that and add a reference, Etymotic type experience at the flip of a switch, and you've got both extremes covered in one CIEM.
Conceptually, it's like having opposing full size headphones in the same cups. Like a Grado PS500, then flip a switch and you have an LCD-2. Or a Denon D7000, flip a switch and it's an Audio Technica AD2000X. A very different sound, which may be more appropriate depending on the music.
I dunno how to explain it.... I just love the concept. But yes, the universal versions are exciting as well.