At first I thought you were talking about corporate branding with the AT&T logo.
That's actually a really cool innovation and I hope it does make it to FBS sooner than later. Yeah, I mean, it's going to be used regardless of whether the player really has hearing loss, but it opens the game to more people, which I think is a good thing. Could also speed up game play if they can beam the play down to the mini screen instead of calling it in over the speaker.