In a lot of these threads people say without the room being treated

I have a small (~12 x 15 ft.) dedicated audio room. I also made my own treatments. Treat corners, 1st reflections and behind listening position. I agree that it is easy to over treat, however my approach was to over treat then back off as a way to tune the room.

Always wise to take the room into consideration in that it always determines resulting sound. Buying speakers in particular  without considering room acoustics is probably foolish.

Ironically perhaps is the rather odd factoid that high end systems at the shows such as CES rarely used room treatments. Of course there are a lot of reasons why the exhibitors wouldn’t use room treatments such as they don’t wish to detract from the main event - the speakers and the amps, for example. Or they don’t wish to get all wrapped around the axle playing around with proper placement of room treatements. Or they can’t find a room treatment manufacturer who’s willing to pony up some of the cost for the room, especially if it's a big one, ain’t cheap. Even the small rooms ain't cheap. Of course the other possibility is the exhibitors don’t actually think room treatments are going to make much difference.

Before we moved in we did renovations on this house.  I used to often walk around warming up on my violin in the open area where the stereo is now.   It sounded fantastic.  I first set up my stereo in my teaching studio, a small, nearly square room.  It sounded horrible.  I moved it to the open, common area and it sounds great with no treatments, just a rug and furniture.  Luck of the draw, I suppose. 

If a good job is done matching speakers to room acoustics, need for treatments can be minimized.  Sometime not even needed.   You might even find less is more in some cases.