Best bookshelf speakers

Here’s something worth considering- 
look for a used pair of stand mounted Sonus Faber Cremona Auditors- after reading what you are after, Jazz, midrange m, 2 grand to spend, I think you would be over the moon with a pair of em’ - 
just my .02

The internet direct companies use higher quality drivers than retail brands, which means their speakers will typically have better axial response, dynamics, and distortion measurements (especially spectral decay). Also sometimes the cabinets have better bracing and thicker baffles. This is usually a matter of economies, ID companies simply don't have as much corporate overhead as a retail brand and can spend more $ on parts.

I would say the main downside for internet direct vs retail (other than looks, i.e. cabinet build quality and finishes) is dispersion. Because these are off the shelf drivers, they don’t have custom baffles or waveguides for proper directivity control, and may have some pretty ugly polar response measurements.

That said plenty of retail brands simply use off the shelf drivers as well, so we’re talking about a few good retail brands.

Seadiamonds really?

Most internet direct companies are tiny companies that buy drivers from other larger driver OEM companies.

Companies like KEF, B&W, Quad, and many other large companies design and engineer drivers that use proprietary technologies that these tiny companies could never afford to impliment, so you are correct you are paying for advertising, your are also dealing with companies that have ecconomies of scale that tiny companies can't afford.

So there are too sides to this arguement.

Dave and Troy
Audio Doctor NJ

This thread is fun, but also nuts. The best advice I can give is go look up local dealers, check out what brands they carry, then make a shortlist and have as many auditions as possible, ideally with your own gear. Speakers are completely subjective things and one person’s audio nirvana will sound utterly crud to the next person.  Remember also that the actual space footprint of a mini bookshelf on stands may be no smaller whatsoever to a slim floorstander.

"Tiny companies" that buy drivers from OEM driver manufactures such as Seas and Scanspeak, which are held by larger companies, seam to do just fine in R&D. Not sure if you call Devore 'tiny' but they buy some of their drivers from Seas and their speakers seem to be highly thought of.  Zu uses /Eminence drivers and they are a major player in making drivers and seem to be well thought of by musicians who use their drivers in guitar amps and other A/V implementations.

Just like other industries, many speaker companies are subsidiaries of other A/V companies with most manufacturing in China.

Heck, B&W was bought by a automation company (EVA Automation), former 49er owner I believe.  Not sure what their plan is, but they have no experience in speaker manufacturing.  I presume they want to use the B&W name and integrate something with streaming and home automation.  Is their R&D going to driver development, or something mainstream that brings in revenue along with some automation plan.

I think implementation and integration of the speaker is more critical than a 'in-house' driver technology. 

My issue with small companies is resale and a legacy plan if by chance the owner becomes ill, or retires.  I am aware Madisound has driver matching, but I am still concerned the replacement driver may not have the exact same measurements of the original.

I agree with moto, let your ears be the deciding factor based on your buying criteria.