We did consider using a Trinnov Amethyst to help counter room gain, but there's a couple of fairly unique problems with demonstrations and DSP; listener position and the ever-changing number of bodies in the room, which have a fairly big influence on the sub-200Hz performance. If you have a room full of fleshy, walking bass traps, the bass performance is very different to a room where there is just one or two people in the room.
The other relatively insurmountable problem with DSP is if you create a sweet-spot in the 'listening zone' of the room, you invariably do so at the expense of the sound outside that sweet spot, which often includes people at the door and people not sitting down. There are a lot of 'architrave audiophiles' at a show, who hang around at the door frame of a room and never venture further in (it's why some companies go for ticketed demonstrations), and using DSP can undermine that door frame experience, pushing away casual listeners in the process.
On a more pragmatic level, if you are an electronics company that doesn't sell DSP room EQ, using it is like saying "our gear isn't good enough". That's less of a problem if you are a loudspeaker maker, but there's still the potential for accusations of 'cheating' by visitors.
Instead, we went with passive room treatment, creating a mostly LEDR (live end, dead end) environment with a lot of GIK Acoustics traps... but in hindsight still not enough traps. We also went with positioning the loudspeakers firing across the room and too close together for minimum room gain at the expense of imagery. Although we took out a lot of irregularities in the room, there was still a lot of room gain at around 50Hz, and the air-conditioning ducts set off at about 35Hz at anything above conversation level (about 60dB in room). In retrospect, I would have tested the theory that you can never have enough bass traps, by packing a whole Luton van full of the things.
The larger rooms were noticeably worse this year than last because of a slight change to Whittlebury's room management. Last year, rooms were allowed to store their boxes in the 'en suite' store rooms, while the non-allocated rooms were locked chair storage. This year, they changed to having the non-allocated rooms as box stores, and the 'en suite' was a locked chair store. Many remarked last year that the rooms sounded better if they left the door to the box-filled 'en suite' storage room open, as it acted as a form of Helmholtz resonator. This year, that option was closed to us, and the room gain problems in the larger rooms were far worse across the board, IMO.
None of this should be viewed as making excuses for rooms, more an explanation of how much goes into trying to make a silk purse out of a sow's ear, and we still don't get it right. However, what was worrying for me was that this year even fewer manufacturers and distributors were using room treatment in rooms that are notoriously poor in this respect. The larger ones are almost a lost cause unless you bring about a tonne and a half of traps and treatment, but the smaller ones are rock wall and concrete cubes, and can do with all the help you can bring. They are also small enough to treat relatively easily and cheaply; the dynamics of the room precludes great sound, but the potential improvement makes the difference between 'lousy' and 'fairly good'. Treatment also allows the system to show what it's capable of, instead of having to hide behind safe music. I do cop to playing an hour or so of safe music on Sunday morning, but I was badly hungover, and an Elvis and Nurophen cocktail was required.