@nubiann - Well, as always we have to distinguish between close mich, quasi anechoic flat and flat in room. No one likes flat at the listening position.
There are a number of house curves though, such as Harmon and B&K, or even the default used by say Dirac. Not flat, generally peak around 100 Hz and descend gently about 1-2 db/octave.
So the question to me isn't flat vs. not flat, as flat is really not very listenable, but about smooth vs. not. Some of the smoothest speakers I hear are Magico, Revel and Monitor audio, and Fritz too, of course. I like them a great deal, though I find Magico VERY smooth but also kind of cool.
Those brands seem to do pretty well IMHO, but so do others which take different outlooks.
A dimension not discussed nearly enough however is dynamic range and compression. A speaker that measures flat at 1 W may not at 5.

