If the difference between 90 and 120 SINAD is inaudible, but 90 SINAD can be designed to be subjectively more enjoyable, it makes perfect sense.You are drawing the wrong conclusion here. When it comes to measured performance of electronics like this unit there are three possibilities:
1) it measures so bad it will sound poor
2) it measures well enough that it will sound good
3) It measures state of the art and will sound good.
This Naim falls into category two. Category 3 will not sound any better than category 2
The objections here are that for the price it should be in category 3. But that's a value judgement not a fact.
The idea that Naim deliberately make the measured performance worse to improve the sound quality is nonsensical. That's not what they do regardless of what they or others say to the contrary. They could have made a better-measuring product but it would have cost more and would be of no benefit to the end-user since it would not improve its sound quality, it would just look better on the testing bench.
The basic electronic design was already a proven success with customers from the previous version of this product, released 6 or 7 years earlier (which I owned), so there was no need to reengineer it. It had a massive software and design facelift to the point of being unrecognisable.
The Naim Uniti Atom is one of a group of UK-designed products that are engineered to "good enough" level at an affordable price. Examples are Quad Vena, Audiolab M-One, CA EVO75, CA CXA81 and the Canadian NAD M10v2. The units with streamers (EVO75, M10v2 and CXA81/CXNv2), are all around the same price in the UK, about £2,000.
The big change is the EVO75 / EVO150. All of these UK companies are known as amplifier manufacturers and have used their own amplifiers, mostly Class A/B. However, EVO75 / EVO150 use nCore.