I saw the response from a bunch of crappy 70V Atlas ceiling speakers in the typical boxes change from terrible to flat in only a few minutes when the system designer came in to fine tune systems when I worked for a contractor in the late-'90s. They told us what to install and where, then came in to tweak and commission the sytems. He used rack-mounted White Instruments equalizers, with no controls on the face or rear- only through the JBL software in his laptop. Sounded very good when he was done and the coverage was incredibly even. While it wasn't for home theater, it was used for voice, music and to accompany video. In the right hands, EQ works. In the wrong hands, it doesn't. However, EQ is NEVER the first line of importance in an audio system. Since those rooms were all carpeted, they had known characteristics but when a system is designed, the dimensions are determined, then the materials, then thee construction methods. This is all done before speakers are chosen and in many cases, the wrong ones are used because not enough integrators think about dispersion patterns and acoustics is the realm of even fewer. However, for the real integrators who are full-service, treatment is considered fairly early in the process. They tend to use certain speakers because they're familiar and out of preference, but they do change if the space requires it.