Somewhere in this thread I believe I read that the Balance project was conceived 2 years ago. This is consistent with my supposition when I first read about about the balance: it's a response to Apple's HomePod.
HomePod took technology from the BL 90 and packaged it into a small, free-standing cylinder-shaped multi-room loudspeaker. It features 7 tweeters in beam-forming array, each with its own amplifier. An internal microphone measures room response and the speaker corrects the bass. It can be voice controlled. Buy two and you can configure a stereo system. Etc.
No one's going to argue that the HomePod is the equal of the BL 90, (as no one would anyone argue that the BS Balance is its equal). But HomePod, given the technology deployed and Apple's market presence, could only have delivered an unpleasant wake-up call in Struer.
The HomePod premiered at ~ $500 / speaker, less expensive now that there are rumors of an imminent 2nd edition. The Balance is $2250 / speaker.
To be clear: I love the brand; I hope the Balance can help carry them through this rough patch.