As you have mentioned it could be a powerful marketing tool.
In a practical application I think having Dirac or Arc Genesis makes virtually all other metrics moot.
Pick a speaker with high spl, low compression and smooth directivity index. Cough… Axiom!
Set up system.
Measure with Dirac at 17 points.
Set up a measuring Mic with Audiotools.
Tweak response in real time with Dirac and confirm with measuring Mic in room.
You can literally make your system sound like whatever you want. Like B&W voicing? Do it.
Axioms can be made to suit this purpose perfectly.
I love my M5HPs. So much so, I measured their in room response in my 2ch room and tuned my theater mains to match their response. In a sense, I now have an all Axiom system in my theater…. Even though my LCRs are not Axiom (DIY). BTW I did not tune to the Olive curve. I do not prefer it. That curve does not apply to room response. It applies to design response!
