The science of thermoacoustics has been with us for nearly 30 years, but as yet few applications have made their way to the marketplace. Acoustic Stirling cryocoolers (also called pulse-tube Stirling or high-frequency pulse-tube coolers) have been the most successful commercial thermoacoustic devices, because they address a region of the cooling market in terms of temperature and cooling power that is not well served by existing technology. This talk will explore how thermoacoustics might fare in attempting to compete with existing technologies in refrigeration and air conditioning, what niche markets make the most sense as entry points, and how thermoacoustics compares to conventional (kinematic or free-piston) Stirling machines. In particular, why there are relatively few commercial Stirling devices in the marketplace (although Stirling cycle machines have been around for over 150 years) will be discussed, and what lessons learned with Stirlings are applicable to thermoacoustics.