Analytical or Musical Which way to go?

The debate rages on. What are we to do? Designing a spealer that measures wellin all areas shoulkd be the goal manufacturer.
As allways limtiations abound. Time and again I read designers yo say the design the speaker to measure as best they can. But it just does not sound like music.

The question is of course is: what happens when the speaker sounds dull and lifeless.

Then enters a second speaker that sounds like real music but does not have optimum mesurements?

Many of course would argue, stop right there. If it does not measure well it can't sound good.

I pose the question then how can a spekeer that sounds lifeless be acurrate?

Would that pose yhis question. Does live music sound dull and lifeless?
If not how can we ever be be satisified with such a spseker no matter how well it measures?