In a lot of these threads people say without the room being treated

Ironically perhaps is the rather odd factoid that high end systems at the shows such as CES rarely used room treatments. Of course there are a lot of reasons why the exhibitors wouldn’t use room treatments such as they don’t wish to detract from the main event - the speakers and the amps, for example. Or they don’t wish to get all wrapped around the axle playing around with proper placement of room treatements. Or they can’t find a room treatment manufacturer who’s willing to pony up some of the cost for the room, especially if it's a big one, ain’t cheap. Even the small rooms ain't cheap. Of course the other possibility is the exhibitors don’t actually think room treatments are going to make much difference.

Before we moved in we did renovations on this house.  I used to often walk around warming up on my violin in the open area where the stereo is now.   It sounded fantastic.  I first set up my stereo in my teaching studio, a small, nearly square room.  It sounded horrible.  I moved it to the open, common area and it sounds great with no treatments, just a rug and furniture.  Luck of the draw, I suppose. 

If a good job is done matching speakers to room acoustics, need for treatments can be minimized.  Sometime not even needed.   You might even find less is more in some cases.  

I did a lot of upgrades in 2015, in a new "man cave".  When I got a new pair of speakers, got them "dialed in" to the room with just a few bass traps, the sound was just great!  But when I added a pair of excellent subs, that last octave of bass has been really difficult to incorporate into my system.  Over time I've added more bass traps and have most of the "boominess" out, but it's been a struggle!

Fwiw, I went to to an audio show last year and the best sound my friend and I both heard was in a room that had room treatments. (Von-schweikert)