Going back to 1970s style of mixing/master studios where all reflections were considered to be "bad," people have built some kind of online consensus that you need to go and "find all first reflections and absorb them." This is counter to research that indicates that side reflections can be beneficial. And that if you put too much absorption in a room, it can be come quite "dead" and dull sounding. With well designed speakers, reflections have similar tonality to direct sound and help reinforce that sound. This improves such things as speech intelligibility.
Putting aside room bass issues (<500 Hz), if one has really good on and off-axis measurements, like you mentioned from these JBL's and Genelec 8341A and others:
The on and off-axis sounds are very similar to each other as indicated by the blue dashed line being rather smooth. This means the speaker is room friendly as reflections sound similar to direct sound of the speaker. And gives you flexibility to position the speaker angle as you like.