"Loudness" boosts both bass and treble frequencies by a certain amount of dbs ( remember +3dbs roughly translates as a doubling of perceived loudness ), and is supposed to be used only at lower listening levels to compensate for the human hearing´s lower sensivity at the audible frequency extremes at low levels.
If you turn your "Loudness" control "On" at higher listening levells you are probably overriding your speakers, and your woofer, for example, may be bottoming out, meaning the voice coil is actually working outside of its intended range, therefore causing the strange rattling you´re hearing.
Your JBLs can probably handle quite a lot more power, therefore the effect you describe with the EPIs doesn´t take place with them.