I've seen several instances of side mounted Woofers throwing off room correction protocols due to perceived phase issues, even if only using them to simply measure Delay and Trim. More than a few times this came up regarding the SVS Ultra Towers, but have seen references elsewhere.
One could likewise ask why not do a Push-Pull build as this is supposed to give the benefit of dual Drivers while also minimizing distortion.
I agree that the more non-traditional the Speaker looks, the more niche the market becomes. Designs like this may score points with some, but in the end there is still hope of putting these in every living room around the globe!
Thorbjørn, again I like your thought process behind this and am overly eager to realize that when this comes to market I will likely not get to hear it. *sighs
(...Unless, that is, you bring me on as a tester. No salary required. Just keep me in new and innovative Speakers! *crosses fingers)