It's all about the ads. Definitive Technology got me to buy a pair of their BP-10s back in the 90s. I didn't know any better, just wanted "better" speakers. Well, after i heard them in my room, they went back after just a few weeks and for exactly the same price ($1,100), i did find the "better" speaker: the NHT 2.5i. My first hi-fi lesson.
I’ve heard quite a few audiophile speakers that used expensive drivers in ways that...well, didn’t suit my taste. Quite a few speakers using Focal tweeters made me feel like that guy in the movie Seven Beauties who went to “better @@%%@!. Say what you want about Bose but a Bose speaker never made me want to leave the room.