What if a high end speaker measures really badly?

@erik_squires is that speaker measurement (anechoic chamber) and it's imperfections become mute at nominal listening distances in an average set up room?  Therefore does the measurement really matter in choice of purchase, if you liked the sound more than X or Y speaker?

Granted, I think there were some solid points made for similar priced speakers that DO have damn near perfect frequency response graphs (assumed anechoic). 

I recently listened to a system that was fully active DSP processed: near perfect 'in room response' graph.  The bass was spectacular....but to my ears the whole really sounded 'meh'.  Without the DSP, I felt like that system had character, unique, some things I liked a whole lot more...some aspects suffered, like the bass control/detail.  I wonder if you 'DSP' those Alta speakers to be more even in response, would they sound "better"? 

@erik_squires oh you're right, DSP doesn't/can't really fix "nulls" (I guess actual EQ in general isn't great at this to a degree). 
Good points on auditioning aspects especially  in a showroom/other space....which leads me to my ultimate dream business....

RENT YOUR FAVORITE SPEAKERS FOR A WEEK" © ,TM, ®.
Take over some closed up Rent-A-Center, dump a ton of capitol in a slew of speakers, and offer a deliver and rental program where you can audition speakers you are thinking of buying for one week.  Say, $300-$1200+, but if you buy the speakers you get the rental included in the cost.  Seems like a lot, but imagine you actually bought the $8000 speakers and ended up not liking them...you sell them on Audiogon for a solid $1000 discount to get rid of them!  This would solve SO many problems for everyone!!  🤣😎