Does It have to be loud?

Are you also under the impression that when people (or manufacturers) demo their equipment, they maintain sound pressure levels between 90-100 Dba. In general this is done in rooms being too small, and therefore the room will heavily interact with the sound heard in that room. Often, when you ask to lower the volume, the actual result is better, and –most likely- provides you with the information you were looking for. So, my question here is, do you also prefer to listen in the 90-100 dba range? Or do you –like myself- like to listen in the 70-90 dba sound pressure range? Of course, I’m referring to sound pressure levels at the listening position, which –in my case- is about 4 meter away from the speaker.