This is a commonly stated belief- but i think it's a misperception. The downward facing woofer on the AI rolls off low enough (I believe it's 800Hz) that it's essentially an omnidirectional radiator. At those frequencies it makes no difference what direction the woofer is pointed, and you can demonstrate that with a sound level meter. An 800Hz tone has a wavelength of 1.25 meters; any radiator smaller than 0.625 meters (24") will radiate those frequencies in a non-directional manner.
What makes other amps sound louder is that (a) they're not as flat as the AI, or (b) the speakers are not flat, and are often highly directional. It's those peaks or boosted bass you perceive as more volume. Other cabinets are far more directional, too; if all you have is a single 15" or 12" (or even 10") speaker, the lows will be omnidirectional, but the mids will be highly directional.
I have an AI combo that began life as a seperate AI head. I've played it through the AI box, EA CXL-10s, a WM-10 speaker and an Aguilar GS-12. The flatter the speaker, the less there is the perception of "loudness". The CXL-10s are among the most efficient speakers you can buy, but the Aguilar and WM-10- which are at least 6 dB less efficient- sounded "louder".