I currently have an Ascend Sierra-2EX for my fronts and the original Sierra-2 for surrounds. I have the Ascend HTM-200 for the heights, but if you're on a budget, you can use them for the surrounds. You thought of going with Lunas is also a good one. The front 3 speakers are the most important in the setup. I'm not a believer in music speakers vs. HT speakers. I think a good speaker is a good speaker. That being said, they sound great in both roles.I looked into Ascends when I first started checking things out and maybe briefly glanced at Wharefedale. Yep, I priced the Sierra-1s at around the $3k mark. Everyone seems to rave about their musical capabilities, but I put them lower on my list cause I couldn't find much out there from HT standpoint. Still up there with the Emos and Chaines?
As for subwoofers, also take a look at Power Sound Audio. One of the founders of SVS started the new brand. Their subwoofers aren't cheap, but they are incredible performers.