R2R DACs do not sound the same as chip DACs. A Denfrips will not sound much of anything like a Chord.
Personally, I much prefer R2R DAC's and don't much care for the Chord sound, but for some people it's the opposite, and it's nothing to do with 'trendy', 'Apple', or 'Starbucks'. (I'd hardly call companies like these that have been successful for generations 'trendy', but maybe for some people, they are).
See if you can hear both (not necessarily Denafrips and Chord, but some good R2R and some good chip DAC) and see which, if either, you prefer....