My thoughts are someone at Axiom is smoking crack. Read this and you'll feel the same way.

https://www.axiomaudio.com/blog/axioms-newest-speaker-the-in-ceiling-m3

Ian prefers the M3OW mounted to the ceiling over the M3IC's tweeter alignment.

Mount the M3OW parallel to the row of seats and with no more of an angle of 15 degrees away from the row of seats with tweeters pointed out to the sidewalls.