This is the heart of it I think. When you are talking about sound reproduction, be it hi fi, PA, whatever, in theory at least the ideal is something that delivers to the audience exactly what's put into it, so you can look at a frequency response chart, and roughly speaking the closer it approximates to a level straight line the better, although there's probably a lot to say about the actual pattern of the lumps and bumps that's over my head.But that, doesn't tell us what the cabinet SOUNDS LIKE to our own individual ears.
But when it comes to electric instrument amplification that just isn't true. The last few years I've done a bit of home cab building with a bit more information and testing than I was able to do when I first built cabs forty years ago, and although I am no more than a kid splashing in the shallows of the subject, one thing I have learned is that I really don't know what an ideal frequency response curve for a bass cab looks like, but I know its not level. I fear I have enough ego to believe that if I don't understand something then lots and lots of other people don't understand it either. Mesa and all the other companies can present me with all the data needed to make an informed decision, but they can't give me the expertise to understand it.
So does that mean I think Mesa are wasting their time publishing accurate technical data instead of marketing-spun bull? I submit that doing so is in itself marketing! They are projecting the image, and to the best of my knowledge its an accurate image, of "We are the serious people. We do this stuff properly. We have the premium product. We don't b******t you." And to a nerd type like me that's a damn powerful image, although I freely admit it hasn't actually had me buy any Mesa kit, what with the prices this side of the pond!