First off please don't let this descend into an active vs passive fight. I'm not hear to preach or convert but just reports the facts as I see them. I'm not a very technical person ( a lot of this stuff goes over my head), so please excuse my less than expert view / review. First off the reasons for demo. I've been back into hi-fi for about 3 years. I'm generally very happy with my HC and apart from bi-amping and maybe swapping the GS10s for 20s have no intention to make changes. However the hi-fi is a whole other start. I've never really achieved what I've wanted and swapping boxes, cables etc has only really brought short term satisfaction. I'm fed up as I'm worrying more about the equipment than the music. I do recognise that for some people part of the joy is making changes and improvements , just not for me. I want something that suits me as it is. Multi box hi-fi is like mixing a cocktail, the ingredients might be great but that doesn't mean anything. I can't mix cocktails. So, where next. The AVI ADM9s have interested me but since learning of the 40s thought I'd wait for them. And living near Swindon means the factory is very local. I loaded a memory stick with some very familiar tracks, and went to have a listen. I'm quite reticent so they'd have to impress. I got to Ashley (James) house. The 9s were set up. So plugged the stick into a Mac book to the speakers via an AE. Started off with "Where has all the love gone" - Kasabian. I'd never heard the track like this. I've seen people describe the 9s as being a bit brttle and lacking bass. I can tell you now that is rubbish. Let's not talk about bass but there was real substance to the sound and detail like I've never heard. Tbh I would have bought the there and then. I then listened to some Rammstein and Depeche Mode. I am a massive DM fan and hardly a day goes by I don't listen to them and I have never NEVER heard Dave Gahan sound so good. The ability with voices is extraordinary. I did comment how impressed I was with them even with the help of the Sub. It was then pointed out, the Sub wasn't on. ( Durrrr ) If the 40s didn't exist the 9s would be in my living room, but I had to listen to the floorstanders. So play the same tracks and I was in meltdown. I'd decided before I went that I would be quiet and not to sound too enthusiastic. Well that didn't last long. This was exactly what I was looking for. I listened to SAINT THERESA by JOAN OSBOURNE. I know this track well, it sounded like she was there with you. You could follow all the individual instruments (I've not had that before). The result is I have ordered the 40s. I think they're a bit of a bargain even at 3k. The new 9s are worth of serious consideration too. Please, please don't badmouth them. Just go and listen if you can. Nothing I have owned now or in the past even approaches these speakers. I'm hoping now upgrading has ended and they could quite conceivably end up saving me money.