Last year when I was chosing my all-in-one amp for my KEF R3's I audited NAD M10, Naim uniti atom, Linn Majik DSM and Hegel 190.
I noticed also that the sound in Naim was just slightly more pleasant and mayby more dynamic compared to NAD. But the software was easily the worst of all four and I had to take out powers from the Atom multiple times during week period I had it because it crashed haphazardly.
Whole comparison in short:
NAD had solid package, didn't have the best sound but shined on the software side, usability and design, sound difference between NAD and Naim was really miniscule IMO.
Naim second best sound, terrible usability and software.
Linn had the worst sound by clear margin, software was decent, nothing to write home about.
Hegel had the greatest sound, accuracy and dynamics were clearly better than the rest of the gang. My GF was able to spot the difference and usually that implicates that the difference is significant rather than you need to really really imagine the differences. But the Hegel was ugly, big, and needed dedicated streamer so that was a deal breaker in the end.