It's a prototype, proof-of-concept in effect. Expect changes and given it's likely to be over £2k for a pair, so expect a better finish to come. I'm not a huge fan of side firing woofer/sub arrangements and it is, if not a departure from the company's previous line of reasonsing to some extent (to my reading, two way seemed to be the likely only way), there's equally no reason why they wouldn't go off and develop what will likely be an impressive three way floorstander. Plus, the wider market likes floorstanders at the moment and they're a company that probably has an eye on that too.
Lastly, given that Meridian does a similar product for something over £5,000 a pair, B&O's top end actives nearer £10,000 seeing something like this coming out in twelve months time or so will likely bring high performance for a (slightly) more affordable price ticket. It'll certainly make them competitive up when you think Spendor's or PMC's floorstanders are in the £1500 bracket or upwards and then you've amps and sources to consider thereon.
Floorstanders aren't new to AVI, they used to make them before, so this is a welcome return to that product. Their views or more accurately, pronouncements on some things undoubtedly lose them fans and - kindly phrasing it - split opinion, but their products have been consistently good over the years. Expect more of the same here I think.