Two problems that i see with the "I like my system flat" ideal.
1. The room itself affects the sound.
2. everyone's hearing is different.
Take a test cd, (stereophile) play white noise at listening levels, use the audiotools app (free) to look at the frequency response at the listening position. are there peaks and valleys? If so, your system and/or room isn't flat in the first place and needs correcting. It could be the electronics or the room or both.
The real PITA comes when it is the room and room correction devices (hopefully not butt ugly) are needed.
The second is the listener. A real eye opener comes when one takes a hearing test in a proper setting. This also tells you where the peaks and valleys and shortcoming happen with your personal hearing. This is where equalization comes in and is absolutely needed.
I would do room correction first if I see on the graphs that the room/equipment is having issues. Bass traps, etc.
But, if my hearing is failing, then EQ is needed. The problem with EQ (unless) you have a bypass switch to put it back to flat, is that when you are listening at your EQ levels, it doesn't sound quite right to anyone else. it is adjusted to you. Which is fine if you are alone. People also purchase equipment just for this reason also. Some equipment emphasizes bass or mids or highs just so, and the purchaser buys certain equipment to suite their taste. The designer made it that way. Certain Krell equipment back in the day was way too bright for me. Also other equipment over emphasized the bass.
I agree that flat is the way to go. All equipment should be designed to be absolutely flat from at least 20 hz to 20 KHz. If that is the case and you measure your room's response, then it is the room that is causing the peaks and valleys in the sound playback. but, what equipment is actually flat in that frequency range? not many.
Get the test cd, get the audiotools (or similar) app, play the white noise and see that your equipment and room is actually doing.
It can be an eye opener.
enjoy