So what is the answer? That we believe his ears and preferences???
The nice thing about free market economies is: Everyone can choose whomever he or she believes. Own ears, AJ´s ears, Dr. Olive´s surveys, measurements, ideology of any flavor...
If I understand AJ correctly, he supports your view on linear response and ideal measurements in the driver development and first stages of loudspeaker design. While relying on his ears when it comes to finding the subjectively best compromise between existing technical imperfections, doing listening tests with a whole lot of different recordings to ensure the subjective results are as consistent as possible.
To me, this sounds like a good approach, but again, no-one has to follow that or buy anything from him.
We are lucky that the preferred on-axis response is flat.
I don´t think we are simply lucky. I would rather assume, the preference for flat on-axis response in tests, is a result of the majority of recordings being mixed or mastered under what is on an average base linear response in studio control rooms. Conditions in studios might vary, but the influence of the room is in majority of cases significantly reduced compared to home listening, and chances are high that at least one individual being involved, like the mastering engineer, will check it on a linear system.
So, I would say the preference for linear response is an averaged result of the ´circle of confusion´, particularly in case purely electronic mixes are presented. No participant is in the position to know how it sounded in the studio and should sound.
Maybe I am biased here, because I have been loosely involved in a process of formulating precise standards to ensure identical monitoring conditions in broadcast control rooms, many many years ago. Just defining an on-axis response, is far from sufficient to define sound quality.
There is zero excuse in producing a speaker with serious deviations from that.
I did not notice AJ calling for intentional ´serious deviations´. Rather calling for a compromise, in case several parameters of relevant measurements cannot meet perfection at the same time. Having witnessed a presentation in his TAD times, explaining about finding a compromise between linear on-axis response and averaged resonse over a broader listening window, to me this sounds reasonable. But again, everyone is free to set own priorities.
. The understanding of "neutral" is terribly distorted.