I still think that there's something mischievously greedy going on.
THX reference levels are 85 dB at the listening position. With 6 dB for headroom peaks, we're looking at needing to achieve 91 dB (peak) at the listening position.
SPL drops by 6 dB with doubling position. So at 8 feet (not an unreasonable distance from a 50-60 inch flat screen's mains and centre channel speakers), 85 dB at one foot would drop by 18 dB. One would, therefore, need a sound system capable of 103 dB (continuous) and 109 dB (peak) at one foot in order for THX reference sound intensity plus headroom to be achieved at a listening position of 8 feet.
But wait, there's more...
Everyone, even the manufacturer's, know that people like to choose their own speakers to suit their spaces. The WAF is a common consideration that drives speaker cabinet sizes down. Smaller speaker cabinets mean smaller speakers, which means greater exclusion is needed per dB. This requires power... lots of it.
Thirty years ago, 8 ohms (nominal) was the most common loudspeaker impedance. Today and, indeed, for the past 10 years, 4 ohms (nominal) is the most common. Yet despite all of this, consumer AVR manufacturers insist on gain stages capable of driving loads down to 6 ohms... and not very cleanly either as they scrimp on power supplies and heat sinking needed to keep amps from running out of current or going into thermal overload.
So the little game of blind man's bluff continues to play out. Marketable features are added but the fundamental issues of power supplies and heat management go largely ignored, as do the practical implications of maintaining reference levels at reasonable distances, though common loudspeaker loads, without the amp reaching its limits.