Well it’s the qualifier “in listening to their rigs“ that changes my answer. With that it is always the sound over the music.
There are many ways, for me, to enjoy music. But when it comes to my rig, I want it to sound like nothing else, as if it’s an experience. Nothing is better (with my audiophile hat on) than playing music on my system to someone who’s not familiar with what these system can do and getting them, inevitably, to go: OH WOW, what the heck is this?!