Completely agree. Some loudspeakers, mostly DSP-based active 'speakers are capable of performance only dreamed of 30 years ago, but quite a few these days (especially quite expensive 'speakers like Boenicke) have a very ragged frequency response. They are the ones that will stand out at a Dealer's demo, and for so many, different = better, especially when the price is high.
Standing out at a demo seems to be the thing even with some electronics manufacturers, especially SET amplifier manufacturers as neutrality is 'boring' compared with high distortion and a wonky frequency response.
I've equalised my loudspeakers for a flat anechoic response to +-1dB above 200Hz, and flat, clinical, sterile are all good as far as I'm concerned! I'll let the music be organic, exciting, emotional, not the equipment.
S.