Wilson benesch

All drivers have some degree of natural rolloff which you can see if you look at their frequency response plots. With good engineering and computer simulation driver design engineers can tune the rolloff characteristics by varying different aspects of the design that affect resonance and damping among other things, including tuning of the driver's spider and magnetics. A simpler crossover with fewer components has many benefits, but it has to be supported by appropriately designed drivers.

WB isn’t the only company doing this. Reference 3a does it too, and quite successfully too I might add.

There is no way to do that "successfully". Just look at the results (Wilson Benesch Square One Series 2):

Sorry, one may like the sound, but objectively, this is rubbish. Any company that puts out a speaker like that clearly has no clue.