Trying to align it so impulse/step-response (same thing if you're measuring off the speaker alone) is lined up is just playing with phase. You win some and lose some by trying to set different drivers at slightly different timing through DSP. Physically doing it gains the most claims for advantages but there are other things happening that aren't accounted for so "time alignment" is awarded the prize. If it was all such a huge deal Magico wouldn't be heralded as a good company in any way. They have tweeters in front of the woofers on every speaker but their ultimate.
If you want a cleaner response you basically are just making sure your box doesn't hold a bunch of energy. To do this it may not have anything to do with moving drivers forward and back, even if that could possibly help. It isn't alignment, it's just making sure everything dissipates in a relatively good manner so drivers are not singing well past the signal, while others are not.
You have to consider crossover delays, slope and frequency ime.
I do agree it's an overblown marketing issue but I did the math by hand, tested it and measured it and there are situations where time/phase are very important.