My auditioning was similar to yours however i was definitely comparing 2 different speakers.
I had listened to the B&W 603 series and was contemplating buying the Axiom M60s. The M60s ultimately had way more clarity in the upper end than the B&W and i found the bass to be much tighter and not as pronounced. Given the fact the Axioms were also a cheaper speaker with great personal customer service, i was sold.
The biggest turn off was the price of the B&W 603, nearly $2000 a pair Cdn. The M60s set me back $1200 Cdn even (included shipping).
Unfortunately i cannot compare the M40 or 602 series for you but several people have reported reviews on the M40 or M50 in these forums.
Check out the following for a good review:
fhw review 
