The rules when we moved into our house 6 years ago was that the speaker cables needed to be mostly hidden. Used some plastic track and painted it with some leftover paint from when they did the living room. Blends in quite well. The rear speaker wires run along the base board with wiring nails to hold it firmly in place. The speaker wire is white to match the baseboard, which does help to blend it without needing to run 25 feet of track.
Now ceiling mounting would be trickier, I've seen ceiling mounted setups using painted track as I describe and even my eyes can't pretend they're not seeing it. If you had drop/tiled ceiling in the living room area, it would be easier to run the wire out of view, but in most homes it's too much work (especially for casual use) or you live with the eye sore (*). That's where the phantom tech comes in, provides much of the experience sans a bit of the audiophile polish, but at a very low cost in time/effort.
(*) I don't find 5 sections of 6 foot track cleanly/directly leading up to the base of a wall mounted speaker as visually distracting as 12+ feet of track running all the way up a wall and part way onto the ceiling to a hanging speaker. If the speaker could be mounted flush in the wall and cable run behind the wall that would be ideal, but aside from new construction this is a daunting task to execute in most existing homes.
** found a pic taken shortly after everything was moved in and the speakers put up.
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