I couldn't agree with you more! Room treatments can also be more subtle, such as furniture, and soft wall coverings or objects in the right places that are also works of art, etc ...

If you can defeat the major acoustical challenges in a room through passive room correction techniques, the opportunity for using accurate analysis of a RTA and signal processing can bring you a long way to overall sonic balance, with more than a single seat sweet spot. and... not all reflected sound is bad.