It's not about great sound. It's about the emotion...the experience. My buddies aren't audiophiles. But they were moved by the first video on the Kickstarter page. Of course when they get it, and listen to it, the sound will reinforce the experience the video talked about and the circle for the listener will close.

I believe this is the mistake Axiom is making. Advertising has to be engineered.

House of the Rising Sone
Out in the mid or far field
Dedicated mid-woofers are over-rated