Hi, Keith.Welcome to WBF. I think a lot of people forget that measurements are objective. But the interpretation of measurements is subjective.
Since the Harman curve has already been mentioned, yes I agree that it most people will prefer speakers that are tuned to the Harman target. However, the Harman target would better be represented as a line with upper and lower limits indicating confidence intervals rather than a line. The failure to depict the target this way has lead to the dogmatic insistence by some people that it has to be strictly adhered to, and that minor deviations indicate a design fault. This I do not agree with.
Then there are things that we can not measure, for example soundstage width and depth. We can predict whether a particular speaker will have good spatial characteristics by doing a CEA 2034 measurement (sometimes known as Spinorama), but how that speaker actually performs in your room depends on your room and your choice of speaker placement. Again, the existence of Spinorama has lead some people to dogmatically insist that "ideal" Spinorama characteristics must be adhered to.
This does not mean I advocate abandoning measurements altogether, just because some of their proponents are militant and shrill. You should pay attention to them, and if possible you should do your own. It is a really educational experience! But in the end, we should be pragmatic about it. I am still a "subjectivist", meaning my ears are the final arbiter of what I like and what I don't. I just use "objectivist" methods to help me get there.
Believe it or not, some insist we can tell soundstage, imaging and resolution from FR graphs. I found it to be nonsense after auditioning identically-measuring products.