Not so. I have 2 Sony HAP-Z1ES players in 2 different systems. I can unequivocally say it sounds better than my previous Aurender n100h player and Wyred4sound Dac-2 DSD and a dedicated laptop running J Rivers Media Center 21 and the same dac.
The Sony is anything but dull and lifeless, its just the opposite. It's a lot of player for the money and has gotten many awards. Personally, I don't think Best Buy has any equipment capable of showing the true sound of the player.