Their price/performance ratio is outrageous. You're paying for the branding and the georgous design. IMO they got pretty much the perfected audio for the average consumer (with a phat wallet). Very likeable sound that is very enjoyable/easy to listen to. Calling out their products as being 90% design and 10% is pretty narrow minded,Its more likely that your are paying a large margin for the design than the audio. The audio/quality itself is fine.
Now, I'm not defending B&O in any shape or form, I don't really see anyone else but unkowledged people or people with money to blow going out buying a B&O product. With that being said, I was still surprised over the quality you'll end up getting if you go with my previous mentioned setup, especially if you consider the price you'll end up paying. (If you find yourself a bargain, so the speak.)
In fact, I believe I am being generous with the percentages I provided. I think it is closer to 99% design and 1% performance. B&O's price performance ratio is probably one of the worst you will ever come across. You can find many cheaper alternatives with significantly better specifications and performance. I mean their 17000 GBP flagship 65 inch TV is worse than Samsung's 65 inch TV at 2500 pounds.