It does demonstrate how important proper speaker placement and calibration are, but you should be able to get similar or superior results from other systems, without paying the premium for an over-hyped brand.
I would have to say that you'd actually have to try pretty hard to come up with something that only sounded similar to the BOSE systems provided you maintained the same budget. Now if you mean getting some HTIB from Walmart... then maybe.
The real issue is exposure. As people (even casual listeners) are exposed to truely great sound - from that point on they know what to listen for and won't accept less if possible. Take my wife for example. To begin with she just used the built-in speakers in her iMac for music... and was happy. Then I hooked up some cheap PC speakers and she was happy. Then I hooked up an AVR with some decent spare bookshelves I had laying around... and she was happy. Then I needed the speakers for a little while and she was back to the PC speakers - and she was
miserable! When those speakers failed... she was back to the iMac speakers... and she stopped listening to music at the computer completely, saying she would simply wait until I hooked the AVR+Bookshelves up again (I did).
The bottom line is that she didn't know that what she was listening to wasn't as good as it could be (at least in that room) - despite hearing much better sound from our main system. It was relative to her - she simply assumed the problem was that the source was the iMac... once that was shown to not be the case - anything less than the best she'd heard was unacceptable. To someone that's used to listening to their TV's speakers... a BOSE system is absolutely fantastic! However, once you've heard a system that's accurate and powerful... suddenly the BOSE system sounds like TV speakers by comparison.
