I understand where you are coming from. You have to remember, as far as costs go, AV123 has a distinct advantage because they make their own cabinets. IMO, that is a big cost savings for them, especially when using China and South America to do so. You can debate the claim that ID saves the consumer money, but IMO, it does.
Also, if you notice, those making the perceptions that AV123 is the "best", or any other ID brand for that matter, don't have a lot of experience. So it is important to understand the source of the info. It is a pain in the ***, but research is crucial.
Also remember, that this is the internet, and because of that, I think internet brands get more play. I think that gives more perception of a flood. Just a couple of years ago, you could go into an audio shop and mention SVS, and nobody would know what you were talking about, now that is different, and that is because they make good product. Try that with AV123 now, probably the biggest as far as ID brands go, and not many know them, that is pretty interesting since AV123 has been around at least as long as SVS. I also read that at CES a couple of years ago, Aperion got more traffic than AV123, I thought that was interesting too.
For what it's worth, I own Ascend products, Curtis actually lives a few miles from me, and I have been to his home twice, and he has been to my home twice. Not to defend him, but he lets anybody bring product to his home to compare, and will try to bring stuff to other places to compare. He may have his biases, but he is willing to put his "money where his mouth is". For the most part, he says "listen for yourself", and the times I have listened with him, he offers no opinion until I speak first, and even then he doesn't say much as far as what he likes or dislikes.
There is a lot of good product out there, and I agree that there is a lot of hype too, but the only way you are going to distinguish(sp?) between the two is to listen.