Making speakers sound great in a room is not an easy task. In the same room over the last 10 years, I've had the KH 310, KH 420, Genelec 8361, and ATC SCM20ASL sitting in the same position. None of them sounded "great," even after a simple room correction. Each one benefited from a different setup in the same room: the KH 420 sounded better closer to a wall, while the 8361 sounded better positioned about two meters from the front wall. The 8361 needed a stronger high shelf filter to tame its treble, while the KH 420 measured close to perfection in room even without correction, but it introduced more ceiling reflections than the others and needed more ceiling absorption than the 8361 did.
The way I see it, making speakers sound great is an ongoing process. You need to look at measurements, understand how to diagnose each problem, and address it with the right mix of absorption, room correction, or diffusion. It takes a genuinely analytical approach. I've tried other routes too, like pouring an expensive whiskey and sitting in front of my speakers on a fake Hermès chair. That doesn't work for me and I honestly can't understand how it works for others. Either they haven't heard a truly great sounding system, so their baseline is off or they don't actually care how their speakers sound and are just going by vibes.
My point is, out of the box, no speaker sounds great. To get there, a speaker first needs to be resonance free and have a smooth on-axis response and that's just the starting point. Even the best speakers in the world won't outperform an average $300 speaker that has correct room placement and proper room correction. I also think that on ASR, which is a science based forum, we should be talking about room correction far more than we talk about speakers. Exaggerating the differences between speakers that already measure "good enough" is a very subjective forum thing to do.