Toyota engaged ex-F1 driver Chris Amon to help with 'tuning' Corolla and Corona suspensions for NZ road conditions about 30 years ago... or so it was publicised and advertised at the time. Previously 'soggy' suspensions were transformed to offer class-leading handling and ride characteristics. The improvement was not hype - to 'average' drivers it was very noticeable. Corolla became top seller... a status it maintained for many years, possibly to the present day.
So if Honda - in building its 'UK road' - is simply interested in improving 'in-car noise,' more's the pity though it is a positive step.