This isn't really new. RBH offered something exactly like this, called the CinemaSITE. CinemaSITE even had matching columns for the surrounds, as well.

http://www.audioholics.com/reviews/speakers/floorstanding/rbh-sound-cinemasite
http://www.rbhsound.com/images/literature/lit_cinemasite.pdf

It was discontinued in 2007, according to the RBH website. It is a nice idea, since you can have a beautiful looking home theater, without having to be a master of carpentry (though you may be able to hire such a person to do it cheaper). It was probably discontinued due to not enough people interested such a product. And the price, for the RBH product.