Nice in theory. Gets a little bumpy when you run headlong into the reality of recording, mastering, and reproduction. It's not marketing when people who own very revealing setups say that they just aren't that fun with some music. The fact of the matter is that most music is not recorded that well, and as a result, revealing gear can be like looking at a low quality digital image too closely. Far better to sit back and take in the image from a distance than get too familiar with the details that are all pixelated and smeared. I have such a rig. It works wonderfully on great recordings. For plenty of other stuff I have other headphones or other amps I can substitute that make great music with recordings that might not be that appealing with the highest resolution gear. The world is awash with all kind of music - much of the best of it not recorded that well. Having different gear to best match it is no gimmick.
Certainly many great musicians have been aware of the importance of the venue their music is played in, which could be thought of as the equivalent of us choosing our gear to match our favorite music.