ime, really good speaker designers do a lot of listening, changes, more listening, changes, and this process can occur over a number of years. Not from a 10 minute test looking at graphs, trying to beat a speaker into submission to make it flat.
A good friend sent his speaker in, got a crossover set of parts, assembled and installed it, and yeah it sounded pretty darn flat. When I heard it, seemed like some of the life was taken out of the speaker. I’m not sure it sounds better, and he says it sounds "okay" to him. It’s interesting what different people think sounds better to them. To Each His Own, perhaps.

