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Take two speakers, one of which(A) just has good on axis response, and the other(B) has good on axis response and good off axis response; the latter(B) will be preferred by most listeners sitting directly on axis.
In a non-reflective room? Can you explain that? Or better still, point me to the research? I must have missed it.
To be clear, I have no objection to Toole's project - as an investigation into what normal consumers in normal rooms might value, it's terrific, and of clear commercial value to mass-market manufacturers. (And I would love to see his raw data.) But those on ASR are not normal consumers - they're a tiny subset of a tiny subset, and I'm mystified at the slavish devotion to a project clearly aimed elsewhere.