Thanks for all the replies, especially Paul who really made the effort.
OK, buzzword was the wrong word to use. I just meant is it being used legitimately or as a marketing ploy. I’ve concluded that it is more a marketing ploy, but see why it’s being used.
My point is that calling something flat or neutral is fine, even as close as possible, but then you try another ‘neutral’ cab and it sounds different to the previous one. So, as close as possible should IMO still sound the same across different makes of cabs.
Cuzzie’s idea sounds more plausible, but then if one manufacturer makes a AFAP, it will only be limited to how the manufacturer sees it, so again, the next manufacturers AFAP will sound different
I get that FRFR cabs have less colouration than other cab’s, and so do sound more neutral, but not flat. And this is my beef. I’m not interested in the science behind them, just the end result.
Bottom line for me is there are different sounding cabs all labelled as flat or neutral, and with the marketing blurb that goes with this i think it’s a bit of gimmick.