If you look at a DSP-controlled loudspeaker like the Buchardt A700, they ship the speaker with a flat anechoic response (with an estimated in-room response that has a linear downward slope). This is meant to match the empirically preferred response described in Floyd Toole's work.
However, they also provide "Mastertunings" to change the DSP to make the speaker sound warm, the midrange more forward, or a response that measures poorly in free space but will work well against a wall. They also offer Mastertunings to bring the high frequencies down a bit if the room has a high RT60 to provide some bit of relief where treatments are not an option.
So, in addition to cost-cutting (profit-maximizing) or poor knowledge about using measurement tools, some companies are aiming to serve people with a range of preferences or needs, however niche.