So I have a new house currently under construction, which is including as part of the package pre-wiring for surround sound in the family room. I was looking at the wiring setup yesterday, and realized that I need some orientation to the world of in-ceiling and in-wall speakers.

Currently, I have a hodge podge 5.1 system. I'm using a nice Onkyo 7.1 system (SR something or other, priced in the 900-1000 range 2 years ago), a 15-year old set of B&W bookshelf speakers as my L and R, and a set of JBL center and SL/SR speakers that are about 12 years old. They were probably mid-priced from JBL when I bought them. I'm using a Velodyne sub that's about 10 years old.

When I'm looking at the wiring for new setup, I have in-ceiling placement for 4 speakers, and a in-wall placement for the center channel. I have never dealt with either in-ceiling or in-wall speakers, so I feel like I'm coming at this as a rookie. My main interest is home theater. Here are a few questions:

1) Are there in-ceiling speakers that work well as L/R speakers, or do people primarily use those for rear channels?

2) Are there particular brands I should pay attention to? Yamaha and JBL came to my mind along with B&W, but I don't follow it that closely if there are particular brands that are particularly loved. I'd like nice speakers, but I can't afford super-audiophile level, so I'm always watching out for that "bang for the buck" sweet spot.

I've got some time before construction is done, but I wanted to start getting advice and begin my research.

Thanks for any advice!