Visit the Naim forum, and you will discover that Naim owners prefer the Hugo and 2Qute, to Naims own dacs.
Visit the WHF forum, and you will discover that plenty of readers cannot understand how the WHF reviewers come to the conclusions that they do.
Regarding design philosophies, try reading some of the books about Apple and Jony Ive.
Steve Jobs regularly complained that for traditional PCs, the innards were designed first, and only then were the case designers allowed to start work. The result was that PC cases were usually rectangular boxes.
Jobs insisted that Apple reverse the design process, by designing the case first, and only then allowing the other designers to know the inner shape and dimensions, into which the components must fit. There was also the requirement that the insides of Apple products looked well laid out and professionally designed - ie no mish-mash of randomly located components).
This design philosophy has been applied to all Apple products, since Jobs returned to lead Apple for his second spell.
From that perspective, Chord are following the Apple style of design philosophy.