Bose recently retired their 2nd attempt. The team behind those have a new one coming out in January, https://ozlosleep.com I'm pretty interested... hard to tell how long the pre-sale discount lasts
It doesn't seem to have ANC, so it doesn't noise cancel, it only masks. And if ANC is the same as masking then they'd need to put that in their marketing.
Also: yep, that's what I mean by it, the white noise sound.