When they moved to their flagship store a few years ago, they got rid of real listening rooms and just had one room where you could listen to a digitally synthesized simulacrum of various speakers they sold. Utterly ridiculous. This is evidently the "logical" extension of that system.
But that can't have caught on at the B&M store. Nowadays, one only medium sized room has a whole bunch of speakers lined up on two sides, like suspects in an identity parade, and the punter (aka shopper) is supposed to stand there and audition (no chair provided), while the hovering salesperson pushes the buttons on the multiple-selector device. Like the worst kind of demo at a regular audio store in the 1970s or 80s.