Only thing that ever impressed me I bought through a store, despite the "Not available in stores" meme.
Dry, cracked heel balm.
Worked good, then disappeared.
I strongly suspect that a lot of these things are fly-by night operations. They say good things, Peggy Bundys all over the country buy them, then they fly into the night.
Every once in a while I see something that actually does look good and practical, like the dog/storm huggy thing. Seems to make sense, but they don't block the causative agent, the noise.
A lot of critters are very sensitive to noise. There's a breed of lab rats which go into audiogenic seizures when you even rattle a bunch of keys near them.
Women
seem to be more sensitive to concussive noises like gunfire and Independence Day fireworks than men --in my observation, and generally, not specifically.