this is from Jl's website:
The more excursion and motor force a speaker has, the more important cone rigidity becomes. The acceleration forces are extreme, requiring the cone to withstand rapid changes in speed and direction without deformation. Deformation not only leads to distortion, but can also affect the speaker’s mechanical integrity by allowing the voice coil to go out of alignment and rub on the top-plate and the pole-piece of the motor.
A simple poly cone diaphragm, while sufficient for lower power designs, would not remain rigid under the demands that the W7 design requires. Our engineering team knew that high levels of cone rigidity would be needed, but they focused on achieving rigidity without a huge weight penalty. This ultimately led to the design we call the W-Cone™. The W-Cone™ assembly achieves its rigidity through architectural means, rather than through inherently stiff materials. The design addresses the stiffness issue by using two lightweight mineral-filled polypropylene skins, bonded together at the perimeter and the center of the assembly. The lower skin’s cross-section is shaped like a “W”, hence the name, and provides incredible rigidity when bonded to the dished upper skin. The effect is not unlike the trusses of a bridge or the unit-body construction of a modern automobile. In addition to the overall rigidity benefit, the lower skin’s shape distributes the force generated by the coil and motor more evenly than a typical diaphragm. The force is not only applied to the apex but also distributed to the perimeter of the outer diaphragm for more linear behavior. A further benefit of the W-Cone™ is that the upper skin (the one in contact with the listening environment), is isolated from the high air-pressure gradients of the enclosure, further reducing deformation (and distortion).