First of all, most manufacturers don't know how to set-up speakers in a room to optimize the sound. When my dealer friend gets in a new pair of speakers, the manufacturer always comes in and changes the positions and not for the better.
While the room is one component of the total sound, most people have equipment that they have no idea what makes them sound the way they do. Two examples, how many have ever heard field coil speakers or a Direct Heated Triode tube component.
Audio Physics has had speaker placement set-up instructions on their website since forever. One of our listening rooms has brick walls and I bet that we achieve better sound than most do and the room is barely treated if at all.
Happy Listening.