Pure Array Technology gets described in brochures with words like "coherent" and "homogeneous," which has never once helped anybody win a bid. So here is the same idea as a picture: a room in cross-section, a source at one end, and every ray of energy drawn where it actually goes. Switch the source and watch the ceiling stop lighting up.

Everything else about K-array — the aluminum, the stainless, the twenty-two millimeters, the RAL chart — is what lets you get that pattern into a room where a conventional column was never going to be allowed. But the pattern is the engineering.
And it comes from subtraction. Identical, closely-spaced, full-range drivers with no crossover, no port, no horn. Nothing hands off to anything, so there is no crossover region to go phase-incoherent in. That's why coherence holds in the near field and the far field at the same time, which conventional multiway columns cannot do — and it's why the front row and the back row hear the same tonal balance without a delay ring.
One more honest note, because a tool that only flatters the product is a brochure: in a dead room — heavy carpet, drapes, soft seating, low ceiling — the orange rays mostly get absorbed and never come back. Pattern control matters much less there. That's a room where a conventional point source is fine and I'll tell you so.