I know about the marketing chatter but in the case of the NA11 the headphone amp is damn good and beats some of the earlier dedicted headphone amps or amp/dac combos I owned. IMO the NA11 may be called a dac/headphone amp combo without blushing. They have my permission to make some more publicity with the headphone part of the device but they should have given it a larger volume knob, that thing is painfully small. I wouldn't dare compare it to a Taurus, Bakoon or GS-X though.
By Marantz house sound I do mean the Marantz "Premium" series, not their "Range" series as both series used to be called, they changed the names a year ago I believe. By Marantz house sound I do not only talk about their sources but their amps as well.
Indeed, like you say, the "Range" hassn't got the detail and soundstage of the "Premium" series and adds more warmth to camouflage that. Euphonic would be a good description. I can see how people not used to better gear do find that sound great though. Hell, I know a lot of people that buy a Marantz home theater receiver, configure it for cinema sound and then play music through the front channels with a sub that is configured for cinema sound and think they have great sound. But one could say the stereo gear in the "Range" has their own Marantz house sound which tries to replicate their more expensive series house sound.
All the gear in the "Range" series, as well as the KI-Pearl Lite and the "Premium" 15 series are like that.
The KI-Pearl (not Lite) was said to be a KI tuned version of the 15 but it's much more than that, it has the sound of the Premium series. The 14 series are built on the Pearl basis. The 11 series are their current top. These have the detailed, open and slightly warm sound with a good soundstage that I have known in the better Marantz series for many years. And their amps don't lack power, a PM-11S3 for example has 100W/8ohm RMS on paper but measures over 150W/8ohm RMS.
Inverse marketing.
But yeah, like any company they use a lot of fance terms in their marketing. HDAM-SA2, KI Signature, etc...
I had and heard a lot of Marantz gear over the years and often compared them to Rotel (which has more power) and Classe (which is far more expensive) but each and every time I preferred Marantz.
Same with B&W and often compared them with Dynaudio and twice with Sonus Faber. Prefer B&W.
Marantz/B&W combos really are my sound. I know, pretty mainstream but it's just the kind of sound I like.