I think one thing that is not often stated, is that not everyone likes a speaker that measures flat, especially for theater, and some times for music, especially when the music is rock, or classic rock. To me, a lot of speakers that measure flat sound flat too, as well as lifeless/dead and/or anemic. Now granted, not all flat measuring speakers sound this way too everyone, but they do me. I think that sometimes we, as audiophiles, put too much emphasis on getting the speakers' frequency response to measure this way. I know for myself, when auditioning speakers, I liked the Klipsch RF-63 better than the Salk Songtower QWT for AC/DC and Metallica. I found this result over and over after auditioning several speaker brands' for music. I do like to listen to music other than hard rock, from time to time, and on some of the other types of music that I like, such as blue grass or jazz, I much preferred the Salk Songtower QWT, (which I used to own) as well as the Ascend Acoustics Sierra-1 (which I currently own), over the Klipsch and Definitive Technology speakers that I used to own as well.
So with that being said, I think the fact that the B&W 800D2 does not measure perfectly flat, is probably the reason that so many people like it so much. Like other studies have stated, some folks prefer to hear some even/odd order distortion over not having any distortion, and I don't know about any of you guys, but I found that for me, personally, I do not like speakers that measure perfectly flat, such as the Salks or Ascends, for all music, all the time. For home theater, I also preferred the Klipsch to the Salks. (even when listening a low volumes). Take this for what its worth. I just figured that there has to be more folks out there that probably feel this way....