There's tuning by ear a basically well optimised design - and there's cobbling a load of fancy looking drive units together and kind-of matching them with as simple a crossover as can be managed - then copying it in a simple active form...
One traditional maker I know, agonises for weeks almost

over the raw responses of various developments of their in-house drive units, uses computer aided design for the basic crossover designs I gather and then hours and hours fine-tuning the basically optimised design, fortunately using the previous well-established and successful models as references, to make sure the next generation of a given model, really will an improvement, albeit I suspect these days, a fairly subtle one subjectively. Every stage, even aborted ones, are catalogued and filed extensively we were told.
@Mart68 - I was told the 'design purely by ear' thing rather proudly by the dealer. I suspect they may well have a simple form of testing out what their products do these days, as some of the earlier ones were screamers basically, only working at all because the raw drive units were seemingly pretty good quality to start with.