Thanks for all the feedback, guys!
My 2nd room, where my in-ceiling speakers are located, is really the place where I would like to improve my sound. They are positioned 13' apart from one another in a rectangular room that is 38' * 14'. The speakers are in the center of the ceiling and the room, and with large circles already cut in my sheetrock, they are not easily placeable as suggested earlier.
I was not clear in my first post about my in-store demo, when I was trying to describe the NHT Ic4 in-ceiling demo, not that of the Yamaha AVR demo. I do not remember which AVR they used at the time. I also, at the time, expected them to sound similar in my house as they did in the store's ceiling. They do not even sound like the same speaker, no less similar!! These are certainly not "background listening" speakers you would find at the dentist's office, they are made to ROCK.
Creating a box to mount over the magnet side of the speaker makes sense, but I remember listening to several sales people explain to me that in-ceiling speakers are designed to work in an large, open space (open baffle or some other term?).