So yes, measurements are helpful, but a normal person has to test the speaker in his room to be able to choose the best sounding speaker.
Obvious flaws like resonances and distortion are of course something you do not want to ever have, but variations in frequency response can in my opinion be sometimes preferred and might be beneficial to your room. Should manufacturers aim for nothing else than flat anechoic FR? In my opinion they can if they see a benefit for most people (a good example is the low freq shelfing to compensate placement near rear wall).
A "normal" person doesn't know his butt from a whole in the ground about reviewing speakers in his room. Best he can do is chose a preference like exagerated bass or hearing hot treble as increased detail. In a large number of cases he'd be better much better served by just following the "recommended" speaker list on ASR, Erins, Archimago's, AudioHolics, etc.. Sometimes they find neutral speakers a bit bright and forward on first listening but with time will learn to appreciate the clearer window to the source. After you get used to listening to a transparent system, colored rigs with messy tubes or speakers with un-natural tonal presentations become disturbing.
YMMV
That's just Matt being Matt as usual Newman, I can't believe his butt doesn't get sore from always riding the fence. He always tries to cover his choices for using a C-J tube amp to screw up some really nice speakers. So he takes the "it's all good" Stereophile view of audio.Thanks for having a go Jim, but it ultimately doesn't matter, because it wasn't my hypothetical.
The fact that Matt is all too willing to treat it as my hypothetical and twist that into an opportunity to judge me as a person with bin-worthy thoughts, says a lot more about him than about me.![]()

What we do here is try to educate folks on the science of audio and de-program them from the BS they learned from the audiophool world.So you are the keeper of the gate, as it were? Here to save the world from anyone with an opinion not matching your own? Thanks for that!
Do yourself a favor and open your mind to the fact that audio is a solved science and has been for a few decades, there isn't any magic that quality measurement gear and an educated handler can't reveal.