This is very much true, but it is (in my experience) the case that listening near-field also improves SQ (as long as the distance between woofer and tweeter does not become a distraction).
Just as for FR measurement a Mic is located close to a speaker to mimic anechoic chamber (minimize room effects).
I am sure both effects are working together, but how much is which? But, no worries, just curiosity.