I can absolutely empathize with Nisrani's quest here, though. I have had a number of strange experiences in B&O stores, with equipment that was not correctly set up. My "favourite" being the store where a pair of BL5s had pride of place, and both were playing the left channel signal.
If B&O wasn't so busy covering all the bases, and therefore ending up indistinct, it would have plugged and plugged the advantages of acoustic lens playback in home movies, in a setup as that described by Beoboiinoz (though BL9s are probably overkill for the side surrounds, BL3s will do). But because B&O probably still makes a lot of money from their column speakers, they haven't gone the distance on the advantages of active amplification/acoustic lenses/integrated subwoofers in front speakers.
B&O could have stood out from the competition by stating that their acoustic lens/active speakers solution reduces clutter and the number of units you require, while significantly improving the sound, and providing encompassing and involving, realistic surround sound experiences. B&O could even have created a setting in their processors where you could eliminate the center speaker, if you had BL5s left and right, because the acoustic lenses of those do such a good job of creating a phantom centre.
But probably the greatest benefit is that you get two integrated subwoofers, without having to have one or more additional boxes in the room, and that these subwoofers add to the perspective of the experiences. While it's true that we can't precisely tell where a subwoofer is located in the room, for its frequencies alone, the other speakers also contain information relevant to the subwoofer's sound (a percussionist in a symphony orchestra will produce a Whump on the kettle drums, but there's also information in the upper frequencies, coming through the other speaker drivers, and that helps us locate the sound. With two subwoofers (as in the BL5s/BL9s) you get added realism, as the subwoofer signal seems to come from different locations in the room, as the perspective is described by the mid/upper frequencies, and the subwoofer adds a wallop below. Very nice.
So, Nisrani - I feel you should shop with your ears, and go with the experience that you are the most comfortable with, but do tell your dealer that something is wrong in the setup, because it shouldn't even be a competition between the two alternatives.