Either the Baby Shusher shhhhhhh-ing machine is a Nobel Prize-caliber invention, or the baby in that video learned in the womb how to be an Oscar-caliber actor. Arrrgh, that sound, that wailing. I can't think of a noise on earth worse than a baby crying. I'd rather listen to a dial-up modem play the soundtrack to Frozen.
I don't know if the soothing human voice recordings on the Baby Shusher will calm all babies, or even work on the little dude above at all times, but I do know that if I owned a baby, I'd sure as shush want to give it a try. Especially since my betrothed told me I'm not allowed to get a Baby Muzzle.
Baby Shusher creators intend parents to incorporate the device into sleep training efforts. Its concept and rhythmic "shushes" stem from the Five S's to stop a crying baby Dr. Harvey Karp discusses in his book The Happiest Baby on the Block (the other for are swaddle, side / stomach position in bed, swing, and suck.) Karp says shushing, a loose replica of the sound of blood flow they hear in the womb, activates babies' natural calming reflex.
To activate the Baby Shusher, flip it on and adjust its volume to a level slightly louder than your baby's cries. You can then set the device to shush unattended for 15- or 30-minute increments.