In general (from my perspective), 3-way speakers have always sounded pretty good (full-range) by themselves. Adding subs just didn't seem to add too much value.
Interesting; I don't think I've heard this perspective before. It may have to do with the price points represented?
My experience (larger systems) - always subwoofers, regardless of the main speakers. I've never heard any main speakers, other than maybe Danley SM-100F, that could get by without a true subwoofer, and even that was "..... depending on application."
From all the speakers I've heard, keeping in mind higher price points, 3 way always sounded better than 2 way. 2 way always has compromises somewhere, depending on the drivers used. Good 3 way covers all the bases.
Whether or not paying more for a 3-way DZR or NX is worth it? Probably not, as there are enough other compromises to hit those price points that 2 vs 3 way isn't the limiting factor. Plus they aren't coaxial mounted drivers, so there are inherent phase issues as you go off-axis vertically.
The step up in quality from something like DZR12 or NX932 (or NX945) - isn't the 3-way version of that same class, but stepping up a class. NX9xx for lower cost applications, and TT25A or TTL4A for the higher class.
I remember AB'ing QSC HPR153 vs TT25A; the TT was so much nicer.
I'd also definitely go with fewer, higher quality, subwoofers. A/B the RCF 9004/9006, and Bassboss VS21/Makara.