Receiver volume level
On most receivers, 0dB is near the maximim volume level. On some it represents the "refrence" level required to achieve 100+ dB SPL levels in your room. It also may represent the level at which the analog input signal is sent to the amplifier stage with no atenuation or reduction in level. The negative dB numbers represent reduction of the input signal by the specified amount, thus, larger negative numbers are lower volume levels.
Tell your friends that it has negative numbers because of your new audiophile HT system.
Those Axoims and your receiver should make a great system. Check out the 10" and 12" subs from SVS and HSU to fill in the low end.