It means that rather than buying a mass-produced driver (the sound generating part of the headphone) from a manufacturer that anyone could buy from... they have instead created their own unique to them and their needs.
Actually it can even mean that a company took a mass produced driver, asked the manufacturer to tweak it according to the company's own specification, and they will call the driver a proprietary driver.
Sometimes the tweak really improves the driver, sometimes it's just so that they can write proprietary driver/technology on their ad without lying.
In other words, this is pure advertisement drivel.
It doesn't necessarily mean something is better. It just means that only a license holder can use or manufacture it.
Some companies make it sound as if proprietary technology is better. It means nothing of the sort. It only means that they are the only ones who can legally use it unless they license someone else to do it.
Sort of like arguing that because the key to your house is unique that your house is better than all other houses. No, it just means that your key is different from other keys.
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