I remember there was always somebody in the press wanting teams to use a "different strategy" in Formula 1 races to mix things up, but the fact was unless something unexpected happened in the race, and latterly the software and number of people made it practical to change strategy in the race if it did, all that meant was voluntarily f*cking it up. Many are still calling for the same illogical behaviour today.
Sadly the most technically valid and cost effective way of making a good speaker is almost certainly well enough known today and a considerable deviation from it will result in something technically worse or equal performance for more outlay

but give an opportunity for a different marketing narrative, so could be profit effective.
Looking at the peformance of a Genelec "one" or Neumann KH150 the only real questions are do they look nice enough to have at home and will they go loud enough? FWIW in my case the answers are no and no sadly.
I have horns which look great and can go very loud but for overall SQ they are not the best speakers I own.