In relation to what @lynn_olson is sharing about the listening experience being a stimulus and the impression that can form resulting from the stimulus being encountered.
I have on many occasions been an invited party to offer a 'pair of ears', and to offer a assessment of how a New Design is evolving. There are devices experienced that have been built in parallel and a early prototype is kept as such, with a second prototype undergoing changes to see where there is improvements to be discovered. This method is sort of similar to a modern Photo Editing Software Tool where at the Click of a Button, the before image is immediately viewed.
There are also devices that are sole builds and the experiences of receiving demo's a a result of changes being made are in theory a variant of a previous device used. Much of this is reliant on recollection of previous experiences. This as a method is also quite dependent on the demo's not be too fart apart and the other devices in the system being consistent and not being exchanged.
Relating to the first method, it is much easier to identify if the ongoing work, is able to create a improved impression. It is also much easier to suggest trying out a different supporting ancillary as the two Prototypes at hand enable a very useful evaluation of how the exchanges interface with other ancillaries.
Relating to the second method, I find written records of how the demo' was able to impress and sharing through discussion where it has been perceived attractors/repellents are present is a constructive approach. Follow up demo's usually reveal differences are developing, and where there is betterment being perceived.
There will be a time that a divisive situation evolves, as individuals are unique in their preferences for a sonic. The Range of Attraction for Lean/Transparent through to Overbearing/Muddy is what sets all individuals apart. No one can tell an individual where there attractors/repellents are in the scale, they choose these themselves.
When it comes to buying a Device designed/built by the hand of a Trusted EE with Time Served Experience in producing audio devices, it is not just the realised product being bought into, but the designer/builders philosophies for audio reproduction and their IP, the hooks utilised to create the sonic on offer.
It is no secret such IP is classed as a asset, is their not Circuits that when, investigated there are no values to found on components, the printed info is removed to protect the design from being easily plagiarised.