^^^ It's all about frame of reference. If all you've ever heard is a basic factory stereo, boomboxes and the typical home stereo, your basis of comparison is not that high. When placed alongside these things, the Bose systems sound pretty good.
For the average consumer, Bose is seen as high end. To somone looking for accurate audio reproduction, Bose is a four letter word. Not only is the source highly EQ'd, information is synthesized as well to get the psychoacoustic effect that they are after. This is exactly the opposite of accurate reproduction.
Here's a little test for you: Find a true high end home stereo shop. If the shop carries Bose, go elsewhere. Get a good CD of some sort that is well recorded, Dire Staits "Brothers in Arms" is a really good choice and listen to it on what you think is the best sounding system that you have access to. Get familiar with how it sounds on that system. Take that same CD to said high end store (dress well, jeans and a t-shirt won't get you in the door) and ask to demo some good speakers in the $3-5k price range (that's per speaker BTW). Realize that this will probably totally change your outlook on what sounds good and you will quickly be wanting to upgrade everything you own. If you aren't ready to do that, leave this experiment until later.