Actually, what they did was to evaluate and train listners to hear various types of distortions added to program material. As well, this was for research purposes, not in any way a marketing ploy to sell a particular brand of loudspeaker.
The testing also taught listeners how to identify changes to different ranges of the frequency response. Though that could be considered added distortion. I read an interview where Voeks discussed the process. If people couldn't learn to identify changes to frequency response, and didn't identify which one was incorrect, or not flat, they weren't used for the blind testing. People with suboptimal lower and higher frequency hearing were also excluded. I don't think any of this was a ploy, but I do think it is cherry picking, and that will likely affect the final outcome.
Is it a good thing or a bad thing? I don't know. It is good that speakers have some type of technical boundary within which they should measure and that people have tried to shed light on that boundary. It does make me wary though as to exactly what those boundaries are and how much they can differ between different individuals. Especially if those individuals had no training.
I'm planning on experimenting with my own setup to see what I like best. Part of that will include speakers that measure extremely flat. I would consider Revel Ultima2 Salons to be one of the speakers worth experimenting with, but no one around me is carrying them to allow me to demo them at a store... ATC is another one I've been considering (the Pro versions). The Magico Mini II as well.
As for the top end, simply google the EBU target curve and you'll find a good graph.
If you could give a link to something I would appreciate it. I tried Google-ing "EBU target curve" and I didn't get anything useful on the first bunch of pages.
I have been trying to find the quote someone else I know got their information from concerning the "top-end sizzle," but so far no luck (he might have been wrong about the top-end, which is exactly why I want to find some quotes on it - I'm not being cantankerous or anything, just looking for a source).
Thanks.