Most indeed … a mention of cardioid (especially full range cardioid) even to many here on ASR results in folks looking at me like I am an alien. Mention that plus variable directivity and you are from another universeI tend to agree. I picked out KEF because out of the mainstream brands they are possibly the one who has a marketing strategy that includes a strong element of technical data (their white papers).
I think most hifi punters would be as scared of cardioid as they are active DSP speakers.