Seems like some people are challenging why short duration is important:
https://en.wikipedia.org/wiki/Echoic_memory
Everything I'm seeing is 10 seconds or less. Someone could differentiate over a longer period of time, but then I don't think they are mentally comparing two acoustic references at that point, but rather "processing" the information and storing that. EX: Ouch, that treble hurt my ears. I'm going to remember that... A week, hour, or minute later they listen to something else, and "oh, that didn't hurt my ears, this is better."
They can be right, but they could also be looking at a speaker that seems like it doesn't have as much sharp treble, or they might think that brand doesn't, or it could be later in the day and their ears are tired, or they are lying about the first one hurting their ears because it's not the purchase they made, etc.