$100k for the mains in some of Russ' studios would be something of a bargain. He's done residential systems with more expensive speakers than that.
There's that tired reference yet again. While there is a subset of guitar owners - some of whom can actually play guitar - for whom that profoundly non-musical experience is actually iconic, it is not by any means a universal figure of merit. I've seen guys sit in the bass bins at pop festivals, too. I'm sure their experience was memorable, but I wouldn't refer to it as something anyone should ever do. If you stand in front of a half (or full) stack operating at maximum volume long enough, that's gonna end up being about the only thing you'll be able to hear (if you can hear anything at all). I know a few players to whom that applies.
Agreed. However, a general statement that "your playback system is at least half of your sound" is incorrect on its face. At one extreme - relying on the modeler for 100% of amp and cab simulation - it's ideally zero. At the other extreme - using the modeler as preamp only, with a guitar amp and cab - it's more than two thirds. I agree that your playback system is important, but for different reasons in different setups.
I'm in complete agreement with that statement.
Having offered that advice, you'd still have to acknowledge that there's a sizeable number of folks - again, some of whom can actually play guitar - who insist, loudly and publicly, that, even with a guitar power amp and cab, modeling just isn't "there." It happened here just a few days ago.