Erik, yes, you are. There are aimed very specifically to location, both of the speaker and the listening position height etc. Quite shocking in fact, how a small change in these positions can make a dramatic difference.
The problem is our ears are not omni directional microphones. No matter how well adjusted the speaker is, If we listen with our chins down (i.e. normal reading position) we will hear a tweeter differently as it is raised up due to comb filtering that occurs at our head/ear. This is how we hear height.
That is, take an ideal, point source driver. Listen to it at 30 inches above the floor, then at 60 without moving your head. It will not sound the same.
So, I'm very curious how much of an effect these speakers will have.