Most people have mild tinnitus, so those are the ones that can ignore it and suggest that. That's how mine used to be for many years until worsening by a level a magnitude, unmaskable variable and cycling in and out, ringing, buzzing, squealing, hissing, humming, different in each ear, different sounds different days, variable high frequencies, mid frequency, and modulated low frequencies, along with hyperacusis and TTTS fluttering/thumps. That changes everything over your typical tinnitus experience. White noise machines won't touch this array of sounds.
Severe tinnitus that you hear over everything cannot be ignored. You may need antianxiety meds, antidepressants, and sleep meds to function.
So many people are so desperate about severe and catastrophic tinnitus and hyperacusis that they waste a lot of time and money on things like various primary care doctors, various ENT's, neurologists, audiologists, acupuncture, Lenire, supplements, vitamins, strange diets/fasting, various drugs, LLLT, HBOT, CBT, TRT, rTMS, stem cells, in-ear hearing aids/maskers, etc. hoping something will actually work or give a placebo effect. The Shore / Auricle device may be out within a couple years which shows some promise for partial reduction in tinnitus intensity.
See this previous thread on the topic:
https://www.early-retirement.org/forums/f38/tinnitus-help-116779.html