Hey, no problem.
My straw man for this issue is the traditional one-way speaker. Consider a 1x15 cabinet, just to be blunt. At low frequencies, the speaker is omnidirectional. Above a certain frequency, the sound starts to form a beam that keeps getting narrower. That's because the wavefronts from opposite edges of the cone arrive at your ear out of phase and cancel one another. That's pretty much how to define bad off-axis response, since it's the most frequent cause.
Neglecting horn systems, to get better off-axis response, you need drivers that are much smaller than the wavelength of the sound. But a smaller driver has less frontal area, thus it loses the ability to reproduce the lower frequencies with sufficient sensitivity. Compromise #1 is the multi-way system. Big wavelength -- big woofer. Small wavelength -- small tweeter. Midrange in between if you really want excellent off axis response. At least one expert on the electric bass forum -- Bill Fitzmaurice -- says that for a two way bass speaker, a midrange is more important than a tweeter.
Compromise #2 is to stretch out the driver so it has a large area but is narrow. Now you get good off-axis response but plenty of cone area. Ribbon tweeters work this way. So do array systems like the Bose.
Thus, a well designed traditional speaker, and the Bose system, both solve the off-axis coverage problem. What Bose claims is that their array also solves another problem, namely the rapid loss of volume with distance. With a traditional speaker, you lose 6 dB for every doubling of distance from the speaker. To reach the rear seats, you have to blast everybody out of the front seats. This is the spherical radiator, because the acoustical power is inversely proportional to the area of a sphere.
The tall array loses only 3 dB for every doubling of distance. This is only possible when the long axis of the speaker is larger than the wavelength of sound. Below about 200 Hz (where the Bose array cuts off), it reverts to a spherical radiator, because acoustical power is inversely proportional to the area of a cylinder.
Now it's decision time. What problem are you trying to solve? Left-to-right coverage, front-to-back coverage, or both? A good traditional speaker solves the left-to-right coverage problem. The Bose array also solves the front-to-back coverage problem.
But for some of us, the front-to-back coverage problem is a good thing, because it is what lets us hear ourselves above the band. Therein lies the dilemma. Another dilemma is that a spherical radiator can be much smaller than a cylindrical radiator, thus you have to decide if solving the front-to-back problem is worth the extra amount of gear.
It's also worth noting that the Bose system does not solve the front-to-back coverage problem at the lowest frequencies. But at the really low end, a lot of your sound comes from bouncing off the flooor, walls, etc., which probably improves your distance coverage.
In my opinion, Bose mixes up these two problems a bit in their marketing literature. The Bose array should have better off-axis characteristics than a 1x12, but not better than a really good multi-way traditional speaker. The balancing of front-to-back coverage has its pro's and con's, and I think the issue is complicated by the fact that acoustical instruments are all spherical radiators.
Hope this helps!