Are all dBs created equal?

I recently purchased new speakers and I have run into something interesting. With my old speakers I listened at 80 dB average and it was comfortable. At 80 dB average with the new speakers it seems much louder and I have to turn it down to 70-72 dB to get to my comfort zone. Why would 80 dBs sound so much louder with the new speakers? FYI, the new speakers are presenting more detail and refinement. The sound stage is better in every way. What gives?