That might be true to a number of models and for some series it might be even called a house sound (particularly D3 and D4), but not to all. The original 683 and CM7/CM8 were rather dull, some legacy 600 and Matrix 800/801 even neutral.
These are equipped with large (yellow) Kevlar midrange drivers, which in many people´s understanding were not delivering balanced midrange over the whole listening window, and eventually being dumped by B&W themselves. As mentioned, I am not a fan of B&W (except for Volvo´s in-car-systems), but if you like the sound and are sure you have a sufficiently treated room, I´d better get a 803D3 and equalize the treble to perfection.
Of course everyone is free to offer alternatives according to personal preferences, but I noticed one interesting aspect: On this board, regularly the holy trinity of speaker manufacturers is recommended, which in my understanding delivesr a rather dull performance in most of rooms due to increasing directivity and lack of treble in the indirect sound (Unfortunately have to file MoFi under this category as well although I respect AJ´s work).
I do not think it makes sense to recommend such to anyone in the market for B&W. It is just a completely different sound philosophy. And obviously it is pretty difficult to find anything that is both technically righteous and would be appreciated by someone who likes B&W´s sound. I myself struggled, but could at least offer FinkTeam as an alternative. Maybe there are more.
People who liked B&W in recent 10 years at trade fairs or dealerships, supposedly like treble-rich sound. But B&W is not only treble-rich. If you have experienced a current B&W model in a studio control room or mastering suite being properly equalized, you realize they actually have their virtues of very wide and deep soundstage, fairly good imaging and extremely high, non-fatiguing detail resolution and transparency. It is not as easy as it sounds to find an alternative for $9k, IMHO.