This is exactly how I see it.
There's another manufacturer in Europe who's making pretty much the same thing (with some useful variables thrown in) and when you visit his site he does explain why someone would choose different gains and for a small fee allows you to select your choice. Information is power. And I also agree that, since the whole point of the O2 is it's inherent transparency, it surely makes sense that using as little gain as possible would be the best way to maintain the 'Straight Wire' ethos.
I'm definitely no expert on technical matters like this but isn't it the case that the actual headphone used determines the soundstage? I mean, when I switch between my Q701's and my M-100 all aspects of the sound change but in particular it's the soundstage which is markedly increased. I haven't changed any other hardware or software. It's just the way the cans are designed. Feel free to shoot me down.