Bose has great marketing and great WAF.
They also do a good job of hiding their downfalls.
The hard part is trying to talk to someone that is trying to buy, or has bought, a Bose system... no matter how you try and explain it to them, they swear the Bose is better.
The funny thing is, I also apply the same thinking to Harley owners.
Bose owners tend to have that, "I can't explain it, you wouldn't understand" mentality about their purchase decision.
From their point of view... the Bose system "sounds" better. They're not interested in reproducing the sound faithfully. They want the bass to have a big boom to it, and they want the vocals from the center to be crystal clear... even if that means sacrificing the higher or lower frequencies.
Simple to install is also another selling point.
I really think this is why Bose finally went to HDMI and removed the DVD player from their product. I venture to say, next year Bose will be offereing 2 different DVD players... SD and HD (either bluray or HD). And they'll be able to do this, because now, to hook up that player to their surround sound will only require 1 cable... and then another cable to the back of the TV. Their DVD player probably won't even offer any other type of connector on it.