I wonder if treble beaming could be a factor as well, assuming the tweeters are pointed straight ahead. Should be easy enough to check, by toeing the speakers in a little, and re-measuring.
Only very high up (at 10 Khz and above), however,the 804S is a typical B&W with the "midrange scoop" - they run the excessively large midrange up to 4 Khz and the tweeter has no waveguide. This means you get beaming on the midrange and which causes the mids to lose energy between 1khz and 4Khz when in a room. Above 4Khz the energy returns as the tweeter takes over with its typical wide dispersion pattern in the absence of a waveguide.The power response would show a "scoop" in the midrange and a stereophile horizontal dispersion plot would show this hole at 60 degrees off axis. Perceptively this sounds laid back in the mids but with plenty of presence detail - it creates a very nice sound with emphasis on articulation that B&W is known for.
The only B&W's I know that do not exhibit this "midrange scoop" are the B&W silver signature, the B&W 805N (Nautilus and not the "S" version) and their top of the line 4 way Nautilus. It is actually not uncommon for most two ways with large 6 inch midranges and a tweeter crossed over high to sound this way.
The in room HF roll off is quite typical anyway - that would be completely normal for a room that size.