Hi, I've interpreted your question as a "system building" question and assume that your friend does not have any of the associated equipment that he will be needing (since the speakers are only $2K - $3K of the $10K total).
I'd suggest first that you work with him to identify his sonic preferences through brief experimentation/listening sessions with your system, with the systems of audiophile friends, and/or by spending some browsing time in high-end audio shops (but be very clear and honest with the sales reps that you are "just browsing" - this is how everyone starts out, and most decent high-end shops will understand your need to listen and learn so long as you don't consume TOO TOO much of their time with questions).
There are millions of ways to invest $10K, some of which will lead to immense listening pleasure, and others (many others) of which will not. Consider the following:
1. Your friend's listening preferences in terms of music (which you're begun to identify) and tonal signature (a different thing - "neutral" or "warm" or "detailed" etc). Have him listen to several different kinds of speaker designs (dynamic, ribbon/electrostat, horns if you can find them) and also consider the differences between solid state versus tube amps.
2. Will he consider an analog setup, or is he strictly a CD guy with his 70s and 80s classic rock? (BTW, these were generally the WORST recorded CDs because it was early in the digital days - back when it was cool to "sound digital" - but Steely Dan is a noted exception and bravo to your friend's preference in this regard). If analog is in the picture, this will obviously lead to all kinds of other questions/issues.
3. What will his listening environment be like? Even the most wisely invested $10K in equipment will not "knock him out" until the room acoustics are properly dealth with and some of your budget should be allocated to this important factor (perhaps as much as 10% or $1K of your budget, but there are a lot of excellent DIY projects that could save money here).
4. In the "listening environment" category, I'd also consider the possibility of running dedicated 20 amp lines which is another cost consideration, but will save money by eliminating the need for expensive line conditioners (which would only be needed for surge protection once you've run dedicated lines and used audio-grade outlets).
5. The next issue is how to allocate his budget (assuming he wants only 2-channel and not HT). Source(s); amp, preamp (or intgreated); speakers; wires and interconnects; line conditioning (or dedicated lines); room treatments; audio rack; headphones*; and MUSIC**!!!
* Yes, headphones! I'd suggest investing in a good pair such as Sennheiser HD600 or a top-end pair of Grados, or even a pair of Etymotic ER4S earbuds with an appropriate headphone amp. A complete setup can be had for $500 to $1,000 depending on which way you want to go, and to my way of thinking, this should be considered somewhere in your $10K budget FOR SURE!!!
** The part about MUSIC!!! was a bit tongue in cheek because I assume the $10K is his equipment budget. Yet, many Audiogon members would suggest investing in a $5K system and spending the other $5K on music so that he can listen and learn and then begin to upgrade over time as he better defines what he's looking for. Although you say that he's not an audiophile, this is not a foregone conclusion!!! A great $10K system that is designed specifically for his musical preferences will quickly change his way of thinking.
Finally, my speaker suggestions! Ooops, does he want full range floor standers (assume so based on your B&W 802 and Aerial 10T thoughts) or will he consider monitors? Does he want a sub (assume not)? For floorstanders, I believe that a true hidden gem are the Newform Research R645s (ribbon/hybrid design) which can be had for $2,265 new and deivered. For monitors, a used pair of Talon Peregrines complete with Sound Anchor stands would be well within your budget. Both of these speakers do nearly everything well without leaving a distinct sonic signature or adding significant coloration to the musical presentation - which is what I like and why I've bought them - but we're all different. Another one to consider would be the Intersound Isis electrostats which I believe represent a tremendous value.
If all you really wanted was speaker recomendations, you can find tons of advice on "value for the dollar" speaker shopping be seaching the archives here on Audiogon. Good luck and have fun.
Wayne
