I strongly believe that there is a market for a SIMPLE (no Wi-Fi, no streaming, no Bluetooth, no apps, etc.) but high-end-sound quality player. A DX90/80 with classier ergonomic design, and higher SQ would appeal to those of us who don't want a big Android battleship player with wireless everything, big touchscreen, etc. etc.
In the past 2 yrs or so, the DAP market seems to have lost sight of the fact that players with a hundred gadgets don't satisfy everyone's needs, even though it's tempting for manufacturers to assume that gadget-filled players offer something for everyone. I respect Fiio for being one of the main companies who have pushed the boundaries of the DAP market, to offer lots of bang-for-the-buck, in terms of functionality, but there are problems if this approach is taken too far, and the X5iii is a good example of this. IMO, Fiio tried too hard to impress punters by cramming it full of gadgets, at a low-mid pricepoint, and failed to spend enough time, attention, and budget on the players sound quality; they lost sight of what a DAP is fundamentally for.
Although I am no fan of iRiver (A&K), the original AK100 was a fairly good example of a simple, understated, design that, instead of trying to cram too many gadgets in, was primarily about playing music and being compact & lightweight in a person's pocket, as they walk around a city centre, enjoying music.
I look forward to seeing what the DX120 becomes, if iBasso develop it to completion, because I know iBasso can create very decent-sounding players.