Most people dont want big speakers and components and wires and so on. They want something small and simple. The last house I did a full install for was for a couple where the husband wanted something that sounded good and was of good quality, The wife did not want to see speakers anywhere, no components taking up her closet space and so on. This house is in the area of around 9,000sq' and you would think they would have a little compromise...
Anyway I installed all in ceiling speakers for the multizone system and they have a 5.0 system where I had to install all 5 speakers in the ceiling as well. I had heard systems done like this previously but there was no way the wife was going to allow me to put the LCR in the wall that the tv was mounted on. I ordered some speakers with aimable tweeters and when all was said and done it looks extremely slick and sounds better than most most people have that arent into the hobby even with the speakers in the ceiling above the tv. Sometimes you just have to compromise to meet a clients demands. They dont have a subwoofer in the system but for them its great, They dont require the floor shaking exprience most of us desire.
I think we sometimes forget that the majority of the population has never had anything better than just a little minisystem and whatever is in their car. To them a system like this is the holy grail.
I should mention, That once the system was installed and they started using it the wife found out she actually loves everything and probably uses it more than her husband who was the one who wanted it. And I mean, When I was ordering gear and getting stuff she was getting so angry at him he actually threw his cell phone across the yard talking to her about it once...