No, no, my computer room where the NS10s are is completely treated. My living room, where I installed the wool rug, is just TV speakers on concrete in the basement. I spend far more time in the computer room, though.
I will conclude this is a huge misunderstanding. Your first graph tightly matches the one provided by the anechoic chamber measurement, suggesting it was measured in a similar environment. Another thing is that the NS10s are room-sensitive speakers, as was suggested in the study itself, meaning the surrounding environment can impact the sound and help the speakers lean toward neutrality. Also, the thin bass can be improved immediately by positioning the speakers near a wall. Improving the bass, enhancing the neutrality, worsening its sound, or anything in between, can be achieved with room acoustics. Mine sounds completely flat.