Great question. I think we have to conclude that experienced insiders and trained listeners grow to prefer flat-measuring speakers, but mass-market consumers in general don't really care. My rule of thumb is to watch friends, neighbors and relatives ... their choices are often inexplicable. As are mine, no doubt, in their own specialist areas.
I think this is related to the so called "circle of confusion" but given the loudnesswar music of lately it looks more like two people tugging a rope at each end in freefall
What is correct tonality when the music can be mixed and mastered in any way imaginable ? Professional people wants to at least try to anchor the rope at one end in reality, that means flat .
Consumer might think its sounds fine to me with my limited set of Norah Jones records and Jazz at the pawnshop
And elevated highs give a fake sense of detail and space who might not even be there in the recording but how are you to know ?
Hifi is supposed to sound detailed the reviewer tells us this are they not
and with huge soundstage .
The whole point is to make consumer speakers and pro speakers more close in tonality. (there are also bad pro speakers they are equally confused )
And also by controlled directivity make them less room dependent .
Then we at home may actually here something that's not totally different from what they heard when mixing.
As it is now its a crap shot at either end .
My experience over time has been when your music taste widens you tend to like flatter more neutral speakers that are almost dull at the first listen.
The super spacius and super detailed sound is special effect imho, its cool but it should be in the music production and not built into the speaker.
In the current situation would any one recognize the perfect speaker if it bit you in the behind ? not many of us I think.
But we must accept the recordings as they are and not try to compensate a subset of them with gear use EQ for those situations instead and buy neutral gear , that's a win win for us .