IKEA launches modular speaker line - watch out Wilson, Magico...

Have you heard the speakers side by side against Tad? How would you know how good they are unless you have at least heard them?
Are you perhaps making the mistake of equating price with performance? Thats a common audiophile fallacy. 

Who’s to say IKEA can’t beat them?  Let’s hear a true unbiased review comparing them to IKEA

You are right. Some people may prefer the ikea speaker. A common complaint even with high end speaker is that its too bright. So whos to say the ikea would not be more appealing to those people? And its a fraction of the cost. 

I have heard Bose and sonos speakers as well as the KEF ref 1. 
The kef sounded horrible and was several thousand dollars. 

And, that is your opinion only, not a fact.

There are no facts with speakers. Its mostly word of mouth, hearsay and what the reviewers tell us.