To simplify what bose301 said, BL is basically the motor strength of a speaker. As cone excursion increases, the coil moves out of the gap. With traditional speakers this means less motor force applied to the moving mass. Less motor strength has a side effect of less cone control. So a traditional speaker will exhibit more and more 'BL distortion' the further the cone moves.
BL optimized speakers mean the BL (motor force) is virtually identical no matter how much cone excursion is exhibited. In other words, the speaker will have the same cone control at 1mm excursion as it will at 30mm. This is what is meant when people say the speaker has a 'flat BL curve'. When plotted out in visual form, a traditional speaker's motor force (BL plot) will have a curved shape, due to the changing of BL force as the cone moves further. BL optimized drivers have a flat 'curve' due to the linear nature of its motor force at varying excursion points.
Smarter men than me have shown that 80% of a speaker's distortion is based on BL distortion, which put into perspective how much BL optimization can affect the sound of one driver versus another. However, also to keep things in perespective, speaker distortion should not be confused with signal distortion, an example of signal distortion being amplifier or pre-amp clipping. Even BL optimized speakers can and will sound distorted, if they are fed a distorted signal.
One last thing of importance to note is, most people are so use to hearing traditional, non BL optimized speakers, that hearing one that lacks BL distortion is sometimes considered to sound 'wrong' or 'missing something' that should be there. Think about it, how often do modern humans hear music that is not being reproduced via a speaker? Very very rarely. Even most live concerts utilize speakers to display the performance to the crowd. So modern humans have come to perceive BL distortion as something normal, as if its suppose to be there, and when its gone, they think something is lacking that should be there. Im fully confident that BL optimization is in the future of speakers, but that it not taking off like wildfire is due to humans resisting the technology due to this sensation that something is lacking that otherwise should be there. BL optimization is the wave of the future, it will simply take a while for humans to accept it.
Cheers.