I think there is a "confusion of concerns" that often happens in discussions of audio (re)production. When it comes to home/pleasure listening the main concern is the subjective experience of the listener. The hope is that the listener has a good experience.
The most interesting aspect of the research the Mr. Toole works on is that they connected measured observations with subjective preferences, and showed a high correlation between the two categories of observations.
In addition to the question proposed by the OP, whether these room correction systems are included simply as a marketing ploy, I think an important question is, why does do users attempt to use these systems?
If you divide listeners into roughly two camps, audiophiles and civilians, my hunch would be that a civilian would be most likely to use the built in room correction system in a typical AVR, if they do at all, because it said to do so in the manual.
Audiophiles I'm sure are susceptible to the suggestion that room correction is needed by default, but let's assume that the discerning audiophile is actually responding to a perceived deficiency in their system.
The "civilian" category of listeners usually have no idea how to run their AVR. If they manage to access any controls at all on the convoluted menus, it is virtually certain that any change to the audio will be for the worse. The crazy DSP on these units has perplexed many people, who cannot understand why they can't understand the words in movies, because they have the wrong decoder on, or they have "rock concert" reverberation set to on.
My experience as a sound engineer is that it is vastly easier to change sound for the worse than for the better. In my view, this would point to simpler to understand interfaces on AVRs that default to the most uncolored sound possible.
Then providing front panel tone controls with well-selected corner frequencies will cover 90% of the cases. The problem of selecting the right codec for movies is harder, I don't have a good idea on that. But room correction is out of the question, just pointless. It will almost certainly result in worse sound.
For more interested "audiophile" listeners, who have time and inclination to learn the details of their playback systems and to develop their levels of listening discernment, perhaps simple room correction DSP could work, but my guess is that most attempts to use this approach lead to significantly worse outcomes.
What I think would be most helpful would be access to graphic EQs, or perhaps full parametric EQ, with really good interfaces. The functioning of the interface makes a huge impact on how effective an EQ is. A hard to use EQ, with hidden menus, and poor control resolution is of minimal help. An ideal EQ has immediate access to parameters, and good "control" resolution. Meaning, the movement of the control, lets say the frequency for a parametric EQ, results in a useful change in sound. Many controls do not allow for fine enough resolution which is required to target frequencies precisely.
The "control resolution" on the frequency gain has a huge impact as well. Many pro graphic equalizers have a setting that will change maximum adjustment (fader at end of range) from +/- 6db to +/-12db. Using the EQ at these different settings leads to very different adjustments on the part of the user.
The overall thrust of my suggestions (which will be adopted by probably no one ever) is to allow the user to tailor their system to their preference by ear. Part of this is encouraging people to trust their own perceptions. To tune in to what aspects of sound they like or don't like. Then they can use an EQ to make adjustments by ear.
While I'm sure this will lead to some strange choices, I think with some education and encouragement users will ultimately come up with a system that provides a more pleasing subjective experience that monkeying around with automatic dsp corrections of myriad types.
There are other very simple things that will have much more impact than any room correction involving speaker placement and room treatment. Again some education will be helpful. A starting point would be the main stereo speakers, then suggestions for placement of additional speakers. To find good positions for the speakers is a pain, but with a friend and a little leeway for placement, huge differences in sound representation will result.
As far as treatment goes, just have a mix of absorbent and reflective surfaces in a listening room can cover a lot of sins. Things like huge glass windows might be hopeless, but otherwise placing normal household objects and furnishing in a room can usually provide a decent level of sound treatment, as long as the room is not too large.
The overall thrust of my suggestions is that the best way to make adjustments to sound in a home system is by ear. While this is not easy, by definition it will help lead a listener to a better subjective experience if they are assisted with sensible suggestions and encouragement to trust their own ears.