I could be entirely off, but here’s my guess: When you place audio equipment in a room other than their testing environment, the room’s characteristics will modify the sound. It might absorb certain frequencies, amplify others, etc. This is due to things like the dimensions of your room, what objects you have in your room and where, etc.

They’re probably going to run a test tone through the speakers and figure out what has changed from the factory specs and then equalize it to what it “should” be.

If you ask me, even if I’m wrong about what I said, their mumbo jumbo is just technical stuff to try and confuse people who are in the market for new audio equipment and make them think it has to be really great. Selling speakers is very emotional, and just remember that most brands will have 50% margins or even more on higher end speakers. No matter what you buy when you get into higher prices, you are bending over. You need to decide for yourself if it’s worth it.

My 3 cents for buying audio equipment:
1. Do blind testing with someone you trust, not the salesman. Chances are, you won’t notice too much difference between most of them, besides the bass. Don’t let the salesman adjust volumes between speakers.

2. Get what you enjoy – most people are most impressed by lots of bass. Don’t try to be an audiophile, just get what you enjoy.

3. If you’ve survived the first two points, don’t give up here. Expensive cables are NOT worth it! Salesmen will tell you that some cable was developed originally for IBM servers that needed to transfer “unparalleled” amounts of data, but it’s just a load of crock shit. Go to a hardware store, pick up some 12 gauge wire, and finish things there. Most Monster Cable wiring at Best Buy selling for above $70 or $80 (including HDMI cables) is bought at cost for $5 or something stupid.