Many/most of the flat measuring speakers do not do well at all with mainstream recordings, or, what 99.9% of the audience, who are not audiophiles, listen to. Flat measuring speakers get the manufacturers off the hook. Since the speaker measures flat, any issues or dissatisfaction with performance can then be handed back to the end users source, room, or lack of musical taste.
The idea of a speaker designed to prove well to an anechoic standard, seems so conveniently blanketed to me. Easy to generate computer models and software to and design by, perhaps, but I cannot recall a time in my listening lifetime where speakers were so boring overall.