Sony has announced the availability of its first OTC hearing aids, the $1,000 CRE-C10 and $1,300 CRE-E10, built in partnership with WS Audiology.It also allows a "self-fit" that adjusts to appropriate pre-defined hearing profiles "based on thousands of actual, real-life audiogram results," Sony said.Sony says they're one of the smallest OTC hearing aids on the market, offering a discreet design that's "virtually invisible when worn" and "exceptional sound quality."Meanwhile, the CRE-E10 (at top) has a more earbud-like design, powered by a rechargeable battery with up to 26 hours of life between charges.Last year, Bose and Lexie unveiled their own OTC hearing aids with the SoundControl lineup, and launched the first B1 model for $900 a couple of days ago."