But actually you've already done it.
You didn't spontaneously gain audio knowledge from one day to another nor discover Chord by chance knowing absolutely nothing about the brand previously, we all start by learning from other people's opinions (including the marketing claims from manufacturers themselves) and from that precise moment your subconscious is already working to alter the perception of your senses —hearing in this case—, what we normally know as biases.
In the same way that someone can be fooled by thinking that something sounds better because the numbers and graphs objectively prove it, as you criticize, they can also (and with much more ease) be fooled into thinking that something sounds better just because of their previous expectations about the prestige of a brand, subjective opinions of other buyers, reviews, etc. This is where the relevance of controlled blind tests comes into play, to confront brain stimuli biases with reality.
Only people with a false sense of high confidence (also know as Dunning-Kruger effect) could deny that their perception is not biased by multiple factors outside of their control, especially knowing how easy it is to fool our brain:
If you can trick the brain in a matter of minutes into accepting a fake limb as its own and stop feeling the real thing, what can we expect after years of subconsciously reading nonsense like DACs must have their own sound signatures?