Angled ceiling speakers have been around for awhile. You've seen this type of design from other companies like KEF and Speakercraft at kind of crazy prices. But now, angled speakers have a reasonable price on the same type of design that many people can use.
It used to be that people wanted to put ceiling speaker with pivoting tweeters in and then point just the tweeter to the listening area. But that's not a good practice as you send high frequencies in one direction and yet the lows and mids stay pointing straight down. In that type of arrangement, you get weird phase problems at different frequencies in different places in the room. Pivoting tweeters are probably the worst 'bell and whistle' type feature made for ceiling and wall-mounted speakers.
By using angled ceiling speakers, you can now put a good sounding theater system all in the ceiling, aiming the whole speaker assembly toward the listening area. Now, you may be wondering whether or not it's a good idea to put the speakers in the ceiling. That practice is being discourages because of the disconnect between the screen and the sounds coming from the speakers.
While not a perfect theater set up, as opposed to using theater styled box design, you do get a good compromise between interior design and sound quality. This is a good alternative when using a drop down screen in a front projection type of set up also.