There is some old world thinking which has been changed due to research. Yes, room has a big influence but it can be very positive influence. A lot of factors here but we also can hear through the room. So let look at some factors.
Years ago people used to think that if you use a more directive speaker that you would get better sound because you would get rid of the reflections from the room. The problem is that even a very directive speaker has an off-axis response. Place that speaker outside and listen to it off axis and you will still have sound. Well, more energy does go towards the listener there is still an off axis response. That off axis response is what we were going to hear from reflections fron the wall.
If that off axis response is similar to the on-axis response, research has shown we actually prefer that sound than if we were comparing to a response where we only hear the direct sound like in a very absorbed dead room. They have done this by comparing very dead rooms where you don't have any reflections. Those reflections are what give us spaciousness and envelopment and we prefer that over the direct response alone. Now if we have a speaker with a poor off axis response, they have found that the sound is more detrimental as the reflected sound does not match the direct sound.
In fact, when treating a room we will often not treat the first reflections if a speaker has a good off axis response, or we may use diffusion to expand that envelopment. So the advice that goes back 40 years putting an absorbing panel at the first reflection is often bad advice. However, if you have something with a poor off axis response at the first reflection than that can be good advice. So blanket advice of putting absorption at the first reflection point can actually be hurting the sound.
So which speakers you use and how your room layout has a lot to do with the sound. Also, a highly reflective room that has a lot of reverberation is not desired. So absorption is often needed in a room. It just might not be needed at the first reflection point. When we look at the design of many, the speakers that we discuss here like Genelec. For instance their design does not change between their smaller and larger models of the same series and their off axis response is often similar between those models. So going to its bigger speaker doesn't necessarily mean you're going to get something with more direct sound. There are applications or more directive speakers are needed and those spaces would also be treated differently.
There can be a lot more discussion on this but I have to run now. Good day everyone.