Should an amp have a "personality"?


I currently have a SimAudio W-7 amp.  If there is a word to describe its sound, it would be NEUTRALITY precisely capitalized.  I mean it is neutral to a fault.  It's NOT warm, or bright, or analytical, or sweet, or anything that might be misconstrued as a personality.  It's just "IS".  It has nothing that would offend me but nothing that is endearing either.  I suppose some people may like this type of sound.  I also have another SimAudio Moon W-3 amp, and although it is neutral, but it has a distinct personality of being slightly forward, slightly upfront and ultimately more interesting to listen to.  

At this point, I am a bit disappointed what the W7 is not "FOR".  I want its sound to be FOR something be it slightly warm, or forward, or a touch bright or something that is a bit interesting even if it is a flaw.  It's like a politician who wouldn't say he's for something at the risk of offending his potential voters.  

PASS Labs amps are known to be a bit warm in the bass along with all their class A type of sound just as tube amps but they somehow make music sings.  
andy2
roxy54, "subtractive coloration" is a great term. I think, this kind of coloration is virtually missed in all discussions, amplifiers or not. And within reason subtractive colorations are worse for me than added colorations.
Our hearing is too complicated and the English language is not adequate to characterize our hearing perceives sound and music.  

If we can't agree on the meaning of the word "neutrality" then it's hard to move to the next phase.  If "neutrality" does not exist, then why do professional reviewers keep using the word?  Is it the best they can do?

Of course there are others who believe "neutrality" does not exist because every single component such as an amp has its own distinct sound therefore by definition is not "neutral".  

Tube amps are the most "colorful" but for whatever reason most people believe they are most truthful in term of reproducing music.  Too bad they cost too much lols.  Hey like they say, you have to pay to play.
andy2, I am not sure why you say tube amps cost "too much".  Its my experience that they are no more expensive, in general, than SS amps.  You can go to the extremes in all types of amps. 
jetter,

For example, if I need a tube amp that has the same drive as the W7, I would probably have to spend a lot of money.  Of course I could get a 40W tube amp but that won't be enough for most applications.