Two points:
1. Yes, manufacturers are doing sophisticated things to reduce bass nodes in localized areas and to mitigate boundary effects (not just in the bass). However, calling this "directivity control" conflates the activity with "controlled directivity speakers", which is primarily concerned with a very different phenomenon, namely that of addressing above-the-bass reflections off walls, objects, etc.
If for no other reason to avoid confusion, a different term should be used.
2. Applying phasing effects to reduce the bass by 6 dB - 10 dB behind the speaker will reduce the boundary effect, but the wavelengths involved are > 2.9 meters / 9.4 feet, making them above the beaming frequency of any normal driver and thus tending towards omni (as gated by baffle width). And, again, the primary acoustic problem with sub-Schroeder frequencies isn't directivity, but room nodes, so calling it 'directivity' is just confusing and isn't speaking to the main problem.