I guess my point is that if you EQ it out, why would you try to address it with treatment? This would say make the difference between a 2" or a 4-6" reflection panel decision.
Measurement and being able to find what is causing each problem absolutely let's you bring a much more targeted approach to treating a space.
Bryan
It sounds like we're in agreement then - what kind of argument is this anyway?

In my living room, side-wall reflections are not an issue, because of placement, and because I use dipoles. What is an issue is decay times, which are not actually bad but could be improved in the 70-250 Hz range. From what I understand, what's required there is nothing more than slabs of acoustic damping in the room, preferably away from the walls. If I had gone with the "treat first, EQ later" mantra (with by extension not measuring until realizing that you can't do EQ without it) I would have spent a lot of effort/money on things like panels, without addressing the actual problem.
As an aside, I suppose I should add that I'm not all that excited by "room correction EQ" per se, but more as part of the overall design including crossover and the speaker design.