At what cost? Reflectivity hasn't actually been reduced, because the room hasn't changed. It has no control over what happens after the sound leaves the speakers. Perhaps its using some EQ to reduce a frequency that's particularly reflective in that room...but what has that done to the overall sound quality? It's modifying what happens at the time the speaker outputs, to correct a problem that happens at a later time. It's solving one problem by creating another one.
When it comes down to it, you not listening to pink noise or sweeps, you're listening to a real audio track. While it might be able to do something to flatten out a measurement graph...that doesn't necessarily mean the sound has improved.
Not to say that doing so can't improve things...but it's only really likely to help with a steady monotone that stays constant over a relatively long period of time. Which you tend to get quite frequently with bass/LFE....and almost never with mid/high frequencies.
Edited by bd2003 - 8/3/13 at 12:56pm