But who said the measurement must be linear? Remember popularity of equalizers? And how many people liked V-shape? A lot of music is poorly recorded and can benefit from correction. Enter this speaker. It is basically an equalizer, i bet it sounds great with some music and awful with others. Some people will love it and some will hate its sound. It has clear bump in low region, some peak at highs and dip in the middle. Probably good one for classic rock ;-)
This is why I like measurements. I can filter out speakers I definitely will not like just by looking at the frequency response graph. And select those I most probably will enjoy.