Thank you everyone for your replies. Like I said earlier I've seen reviews, including Audioholics, make a statement similar to, "even at reference" without any reference to what reference is. I've also seen speaker manufactures with product likes, such as Klipsch, who have a Reference Series that, spec wise, is all over the place. I think the short answers are:
1) Reference is a BS marketing term
and 2) Reference is relative to what you are measuring and with what you using to measure with.
If anyone else wants to jump in to set me straight please do.