The “Off The Shelf” Lie

Neither the OP nor any of the commenters seem to have mentioned that there's a third option, and that is the speaking is manufactured  by a third-party, such as Focal or Scanspeak, but modified (by the same OEM manufacturer) based on the speaker manufacturer's (such as Wilson) unique needs.

That can be a very valuable, not uncommon, and R&D- and cost-wise probably not a bad option.

The only thing that matters is whether the end sound of your system pleases you.

Some designers are known to turn sows' ears into silk purses. Andrew Jones comes to mind. It's a talent. Others can't help but turn silk purses into sows' ears.

I have a pair of Andrew Jones Pioneer bookshelf speakers I bought at Best Buy for half price, $65.  They’re amazingly good, not super smooth but sparky and enjoyable.  I almost wish I’d bought the floorstanders at the time!

Obviously you can take great parts and make a terrible design and make a good design with average parts. Obviously design matters most but parts still do matter it's about the best parts for the design not the most flashy or most expensive.

A few manufacturers make their own drivers(exp ATC). Some have drivers custom made for them(exp Wilson). Most buy from OEM manufacturers such as SEAS, Scanspeak, etc. who make superb drivers but then their crossovers and enclosures are limited by the OEM specs. I know of one manufacturer who used 'special' SEAS drivers where the only mod was stamping their name on the drivers and claiming better than stock specs which surprised me since they did make excellent speakers.