Why do you need this when you can use simple wired headphones?
Clearly because of wires and just about why wireless options exist about anything... It's not like wireless headphones are something new, there is clearly people buying them and cheaper options have appeared than when they first came out.
Servers. There's going to be more people, more people that have access to technology and internet and a lot of services are online.
Not only that, but look at how big data centers, how much cooling they need (They need a LOT of water), it could make it more efficient.
But to be fair this article writes very little about something that is just a proof of concept.