Guys, It is not one or the other. It is both. You always have to optimize your room acoustics. Once you have done that Speaker Control (Not Room Control) adds an additional dimension that an uncontrolled system simply can not match. Every single serious audiophile who has heard my system adds speaker control and are thrilled with the results. First, you can modify the frequency response to suit your taste and conditions. Second, the response of the speakers is now exactly equal improving imaging and depth. Third, all speakers and subs are now perfectly in phase. The system delays the closest or fastest speakers to match the farthest and slowest. Screwing around with room acoustics will not do any of this. You can not have the best performing system without it. If you are ever in New England I would be happy to demonstrate.
I guarantee a jaw dropping experience.