So what is the answer? That we believe his ears and preferences???
Fact is that we need a standard. We are lucky that the preferred on-axis response is flat. There is zero excuse in producing a speaker with serious deviations from that. Certainly not when it is one designer's opinion.
This misses a point that I personally feel is very important in terms of a speaker brand's ability to continue to actually produce speakers .. that of the company continuing to exist by making consistent sales !
If you go down the path of great technical measurement being your brand image .. then you're in a world where ultimately price is the determining factor as to whether someone chooses *your* speaker or another company's model .
Maybe you can try to convince them of build quality or style .. but that then normally pushes you to chase a very very small market of rich customers looking for prestige, whilst also choosing via measurement - next to no brand loyalty, so you're having to constantly convince customers from scratch to buy new models .
Add in the "taste" of the designer, make the brand around the designer and you'll get loyalty to the image and past designs of that person. If someone liked a previous model, they will already be primed to feel they will like your next model or those higher up in the range.
Some folks want to create long term stability in their business rather than perhaps creating short-term excitement in the market with a couple of amazingly measuring models, only to be forgotten a few years later ...