10 years ago I went to a hifi store to buy an integrated. I had no idea at all about any audio measurement. I had a pair of Audiovectors at home. The amps were from the following brands: Yamaha, Marantz, Rotel and Denon. They salesmen made a quick demonstration of each using the same speakers, with an RCA switch I believe. The differences were
objectively immediate among all or at least some of them, I don't remember the exact details. I specifically remember that the Denon and the Marantz sounded very different. I ended up buying the Marantz, simply because I liked it more, it sounded more mellow, perhaps what it's been called warmth, not sure. Had they all sounded equal, I don't know what I would've done. But they sounded different and I could make a choice. Perhaps the salesmen wanted me to buy the Marantz and willingly set up a horrible EQ setting in the rest that I didn't notice, but I very much doubt it. This is why I imagine they don't do much of the same demonstrations with DACs or CD players, as people would start thinking twice of what's going on there. My experience from there is that amplification and speakers/headphones do matter, and you can't buy one without listening first.
Now that I have more neutral gear, I suspect that the Marantz is simply tweaked to win those kind of comparisons in front of someone that just wants an amp to replace a broken one to be able to play music again.
It's not an easy journey to start trusting measurements and papers more than your own ears, it takes time and involves a lot of emotions. After all, we are emotional beings. In that sense, the
video of Ethan Winer made a difference to me. The poor guy is so upset and emotional about this, that I just can't buy an expensive cable anymore or I wouldn't be able to look him in the eye. Ethan, I trust you, I'm going to buy the Cordials, the marketing claims in the packaging of which include (I didn't expect this):
Cables don't have a "sound"; silver isn't better than copper; No technical hype, no empty marketing promise. Just your sound, sweet and true to the source.