Is louder better?

Search "Equal Loudness Contour". We don’t hear everything equally well at all frequencies. Really low bass and really high treble have to be fairly loud to hear well. This is why the Loudness switch used to be so common. At low levels we have to turn up the bass, and the treble, to have them sound right.

+1. Ignore at your own peril, unless your system is challenged at higher volume levels.

DON'T Click on @dastenpen56's link. It is spam.

dweller,

it is not my experience that all systems sound good at moderate levels.

The best systems sound great at moderate levels.

Mediocre systems need to be cranked up to give the impression of sounding better, all they are doing is amplifying everything that’s wrong with the system. They are just louder. 

Think ghetto boom box blasting out of someone’s car trunk as they are driving by. Loud? Hell yeah. Better? They don’t realize - or care - that 95% of what they are listening to is distortion and the sound of their car’s body vibrating.

10' by 13' room...somewhat nearfeild listening in "early am" can be more enjoyable than louder in that size room.