I agree. The UB5 was created to undercut the LS50, which it has.
I’m really curious to see how the Argo speakers sound, because right now there is just no synergy or house sound with ELAC. Each line has almost noting in common looks/sound wise.
The Adante wants to be a budget Reference 1, but it appears to be voiced to excel in a Best Buy/Magnolia Hifi showroom next to B&W 705s.
ELAC is not really a big enough brand in the US to be able to rely on a house sound to sell speakers. Their strategy seems to be to attack the front runners by undercutting and borrowing from their designs.