This would be true with conventional speakers whose radiation patterns are considerably narrower at high frequencies than across the rest of the spectrum. In order for the tonal balance to be correct from outside the room, the narrow-pattern high frequency energy would have to be louder than the rest of the spectrum. Yuck.
But Jon Atkinson's observation might not be true of almost-conventional speakers which use a rear-firing tweeter to correct the power response in the top octave(s), without boosting the on-axis highs.
And it would not be true of speakers that are constant directivity or nearly so, which includes MBLs, Sound Labs, many horn systems, and in particular corner horn systems.
So listen in the room FIRST, and if the speaker system sounds good from normal listening locations, THEN you can see whether it still sounds good from outside the room. If it doesn't sound good from normal listening locations, don't waste your time.
When the speaker system sounds good from BOTH inside and outside the room, that's an indication of the reflections sounding very much like the direct sound, which in turn is (ime) a predictor of long-term fatigue-free listening.