I'm not defending Chord Electronics or this product, but to understand the design language aka looks and pricing of Chord Electronics products, you need to know the history of it. Americans on one side of the pond may be aware of classical brands like Crown, McIntosh, Threshold, Mark Levinson, Krell etc. Some of them are still alive, some are dead and some have respawned. On the other side of the pond is Audiolab, Arcam, Naim, Rega, Cambridge Audio etc.
We're talking amplification of the 20th century, at the dawn of BJT solid state amplifiers. We're talking Class A/B amplifiers that go 200-1000W or beyond, back in the day when amplifiers were measured by their weight in pounds (due to enormous heatsinks or transformers) and requiring metal casing as big as your file cabinet. In the not so olden days.
Then all of a sudden life changed and everyone went headphones. Apple probably had something to do with that. So high end audio companies had to switch gears, switch to making amplification for headphones, or making headphones. Even some of the original headphone makers got caught sleeping at the wheel eg. AKG, Sennheiser, Koss, despite their considerable experience.
Chord is one of those companies from across the pond. Designed and Built in the UK.
I'm glad they changed gears. I mean, some companies who haven't, or didn't, didn't do so well. Consider Halcro.
If you don't want to buy/support product like this, by all means, do not.
But be careful what you wish for.