I was in the neighborhood of a relatively local B&O store, and I decided to spend a bit of time there. In a nutshell, I re-auditioned a pair of Beolab 20 speakers, as well as a pair of Lab 5's.
Incidentally, here's a picture of a 20 next to a 9, I know folks (including me) were curious about their relative scales:
Before I get into a very short accounting related to the topic of this posting, I'd like to comment on how surprised I was when comparing the physical size of the 20s with that of the 9s. On paper the dimensions of the 20s aren't all that much bigger than the 9s but in the flesh they're larger in almost every dimension. And they're larger in a very good way (to my eyes at least). Additionally, it appeared to me that the acoustic lens on the 20 is tilted ever so slightly up, toward the listener's ears in a comfortable listening position. Be that as it may...
I spent a little over an hour at the dealer. Most of my time was spent listening to the 20s, but a portion was also spent listening to a pair of Lab5s as well. Let's just state up front that the Lab5's sounded "different" to me than the 20s. Yes, they had a fuller sound, but I was also aware that the room these speakers were in was large, open, walled by glass on one side, etc. The 20s did sound like they were close to 80% the capabilities of the 5s. That made me smile.
But the point of this post is that I had to ask the store clerk multiple times to lower the volume of the music to a manageable volume. Each time a song was played, the volume was cranked up to 70. I don't think I've ever listened to ANYTHING from my B&O equipment at that volume, let alone music. Maybe he was trained to do that due to the size of the room, but as the title of this post states: loud isn't necessarily better. Sometimes more can be heard at lower listening levels than not. In any case, have any of you had that experience? That store personnel maybe by habit or by training, raise the volume of speakers thinking loudness is meant to impress?
To end, I loved the 20s... my wife isn't going to be happy. lol