Wow! These guys know nothing about acoustic testing. You never do a frequency sweep with a weighting filter. All you are really measuring is the filter's response, not the speaker response. What is interesting is that the spectrogram they show clearly displays the 2nd and 3rd harmonics (aka distortion) but they make no mention of it. They call a dust-cap a phase-plug. IMHO, they have no idea how little they actually know. The tools they are using were designed by a friend of mine for car audio guys doing dB drag racing. The designer knows his stuff but he knows the skill set of the typical car audio guy is much smaller.
I moderated a panel session at the Audio Engineering Society convention in Oct on column speakers. We showed the ideal radiation patterns of such speakers. They can move a lot of air but designs like the Evox 12 make many acoustic compromises, some of which you may not like. I will be repeating the session a few times later this year and one of these presentations should be recorded.