That is a real problem with the increased focus on measurements (there are of course many good things as well). To understand a full set of CEA2034 measurements and what it actually translates to with regards to in-room sound is pretty complicated. I would go as far as to say that most people in here should probably focus on the estimated in-room response and the listening window graphs, and try not to judge the speakers on the rest of the graphs, because they're not in a position to understand what they mean.
I've had loooooong discussions on this topic, and the two sentence summary of my stance on this is really the same I mentioned above: Flat anechoic response can never be the end goal. The end goal is that the speaker sounds right and balanced to the consumer, in as many listening situations as possible.
It's generally accepted that a speaker should be flat anechoically, and that is the only correct response. This makes logical sense, we want all of our other components like amps and dacs etc to be perfectly flat. Why not the speakers? It would be very neat and tidy if this was the case, but in reality it's a bit more complicated than that. The design and directivity of the speakers affect what works.
And personally I think especially the midbass is simply wrong in way too many speakers. Due to our listening environments and how we typically place our speakers, a flat anechoic response will result in too little midbass - SBIR effects (reflections / cancellations from the wall) eats up that range, and it requires a bit of extra level to compensate. Kef is one of the few measurement focused manufacturers I know of who does this at least on some models, and have confirmed that they do this intentionally because it simply sounds more accurate.
...Then you have other manufacturers that you will find on the top of the Spinorama ranking that are very focused on a flat on-axis response. You say they didn't need to make this trade off. An alternative interpretation is that they have chosen to focus harder on on-axis response than off-axis response. Every manufacturer have their own design goals and their own understanding of what is "right" or works best.
Personally I disagree with for instance how Genelec tune their speakers and their room correction system. The engineering is fantastic and they're an amazing company. But to my ears, the in-room result is usually too bright. Right or wrong, that's not how I want our speakers to sound, and I don't think it sounds right.
Even worse, many expensive, high-end speakers have elevated highs and inconsistent midrange that sounds harsh and anything but balanced in-room. We've ended up with this hunt for "resolution" and "revealing" speakers. Real instruments (for the most part) don't sound bright and hard.
Finally, and interestingly, this is not a perfect and easily explained science. Our own SBS.1 speakers have cleaner measurements and a higher preference score. But I don't think you will find anyone who wouldn't prefer the Mantas based on a listening test. From another perspective, they sound remarkably similar in-room despite clear differences in the measurements.
Thank you, it's a privilege to have access to interested and knowledgable consumers and be able to share and discuss our designs and the pilosophy behind them! Part of the reason for posting the Manta graphs was also exactly in the hope of getting this somewhat more nuanced discussion around measurements, because it is an interesting one.