Cerwin Vegas look loud but not what I would call high fedility.
Is your friend looking to play music at very high volume? That should be factored in. Philharmonic makes great speakers but for higher dynamics I would lean towards the HT Towers over the BMR Tower, plus the HT Towers have a matching center (but production is limited and there can be wait times).
You should also take that into account for the receiver. At least the X3800 or X4800 or consider adding external amps. For higher dynamics I would be looking at RBH and Arendal. Maybe consider JBL HDI-3800. Also a horn loaded speaker like the CV but better sounding. KEF R11 on the higher end but sometimes you can find an R11 in the used market for a good price. Can always add a KEF center later. Of course, if he likes your Ultra Towers then that's a relatively safe bet.
Is there a shop where he can demo different brands?