In my view it's impossible to design a loudspeaker without using measurements and it's impossible to design a good loudspeaker using only measurements.

Having heard some of Greg Timbers' top JBLs, I would be shocked if they hadn't been designed using both measurement and ears.

As for ATC, if you're saying that Billy Woodman doesn't use his ears when he designs a speaker, then I'd say he's lost the plot big time (unless nothing significant has changed since the last time he designed with listening).

I'll give an example specifically related to loudspeakers. The frequency response curve of a drive unit might be flat +/- 5dB. The changes in response by using different materials for the cabinet (eg. MDF v Birch-Ply) are generally of an altogether more subtle nature and can't be easily detected fom the measurements alone because they're dwarfed by the relatively wide fluctuations of the drive-units. This doesn't mean that the cabinet differences are inaudible but it does mean that you have to listen.