IMHO - and in studio not domestic context - it's best to start with the flattest response feasible. That is, minimal deviations. If the overall response is a slope down to HF then that is less important than deviations from that line, but I like to start with a Neumann-style flat response. In room EQ it is generally better to cut than to boost, or you are eating into headroom margins. So starting out flat is a good start. Yes, distortion is a very good thing to minimise too, see not boosting! Directivity is different IMO. In a studio context I want controlled directivity. In a domestic context the arguments may differ, but the purposes differ too. In practice most units where the FR has been optimised will also have optimised distortion, as the two are inter-dependent to quite a degree.