I've never heard an ATC (but would love to someday).
Bob it is true that diminishing returns are reached quickly in small active monitors (much quicker than passives). Veneer and good looks do add significantly to the cost and these are real cost factors not markup - although they do nothing to improve the sound. Provided one accepts a near field position and does not demand realistic live SPL then the choices multiply.
The big ATC's are kind of mind blowing but they also suffer from diminishing returns because the SCM20 is already very good (even the passive version). It is a matter of degree - the smaller speakers simply cannot do large orchestra or big band with quote the same aplomb - so they are not quite "you are there" - the dynamics from percussion is not quite what you get from a real drum set. The larger ATC speakers get you all the way there (a point where you simply cannot imagine better other than a live band or just a slightly different but equally good presentation) - but the extra cost is almost certainly into diminishing returns.