Whatever you heard in those shops, listening to different amps, could better be explained by blood pressure, caffeine intake or glucose level. Your ear is not a reliable instrument, it's prone to misinterpretation of reality, just like your eyes:
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Only through measurement (put your mouse pointer on one of the rings) will you be able to get a glimpse of reality (the rings don't move about).
There is no scenario where you are able to reliably detect a difference between NAD C298 or HPA S400ET by ear. Anyone telling you differently, is likely talking out of their butt.
Pick your purchase based on a few key performance indicators, like power and SINAD, then looks, features and price, because these almost state of the art devices have objectively no sound of their own. Acting as if they had will just cost money and annoy a lot of ASR people.