Speakers that have flat on and off axis frequency response always produce an excellent sound stage with proper imaging and placement. They always project sound 'outside the box' and the resulting experience is always more lifelike in presentation.
Well, all right, forget about the influence of the room entirely for a moment, and think about the speaker in an an anechoic chamber. What's important is not the effect of the
room but the actual speaker output itself: as you rightly say, this needs to be flat as possible.
No matter how clever the speaker manufacturer is, the speaker's output will
not be flat. Speaker specs tend to be quoted as +/- 2dB, sometimes even +/- 3 dB. There's a very perceptible difference between +2dB and -2dB. Reviewers will tell you that a particular speaker is "foward" in one part of the frequency spectrum, and "laid back" in another, etc.
But now suppose you introduce some high-grade digital EQ before the signal leaves the digital domain - that means that you
can actually make the speaker's anechoic response absolutely flat right across the frequency spectrum. This what I'm talking about - not correcting for the room, but correcting for the speaker.
I think there's a good analogy to be made with high-end video callibration. If you imagine using something like a Lumagen scaler to feed a high quality plasma TV, what matters ultimately is not whether or not the signal fed
into the screen accurately matches what's on the disc, it's whether the actual brightness of the phosophor dots matches what's on the disc. If the screen has a tendency to drift slightly away from the ideal colour temperature (e.g. dark greys go slightly blue while light greys go slightly red, or vice versa), then the video processing compensates for that, and you end up with a display that's as near perfect as the technology allows.
It would not, of course, be sensible to use a video processor to try and compensate for too much sunlight in the room - it'd be better to draw the curtains. But you can and should match the eventual output of the screen to the signal, not the input.
Similarly with EQ and speakers - the speaker's
output needs to flat, not the input.