That is why I would ask the question, do we buy speakers that sound great to us personally, or do we buy speakers that have a relatively FLAT frequency response and may sound FLAT & neutral and NOT exciting?
I hope this is not too OT for the OP, but I'll give my answer to this question.
I think most people would buy what sounds
best to them and believe, with experience, will gravitate towards flat and neutral to fulfill that objective.
I have to reject your premise that flat and neutral is NOT exciting. The muscians/recording engineers have carte blanche to put emphasis wherever they deem appropriate to make and keep the music exciting. I definitely
do not want my speakers to do this for me.
The problem is that any way a speaker might change the sound to successfully add excitement under some circumstance is going to cause problems under a different set of circumstances.
For example, a speaker might place empahasis and strong dynamics on the 60Hz to 400Hz range. This speaker just kicks it when you have a good strong bass guitar riff or a trombone solo! However, when you put Chris Botti on, his trumpet's lower register has that same nice strong punch, but when he goes to the upper register it goes weak and dull because the balance is not maintained. Therein lies the problem, any embellishments to make the speaker "more exciting" will ultimately present themselves as "bad" if the wrong (revealing) content is played on them.
This is why it is so important to listen to many different types of music when auditioning speakers.
I sincerely believe a motivated sales person could come up with a demo disc to make speaker A sound great and speaker B sound horrible and another disc that would do just the opposite!
People who have been around acoustic instruments know what they sound like and are going to be quick to detect inconsistencies.
Someone who only listens to electronic music would have a more difficult time with this. When I listen to electric guitar, I know which I like better, but I can't begin to tell you which is more accurate. I'm not around it enough to distinguish between Les Paul, Gibson, etc; and forget it when you add special effects, feedback, etc. So, this does beg the question of whether there are people who do not listen to classical or acoustic jazz that might indeed have little or no reference for accuracy and is it possible that they may prefer a less accurate speaker, and will never know the difference (NTTAWWT!).