My point is simply that someone will listen to setup A at a shop. Then they'll go home and listen to setup B. It might sound better or worse. They then compound things by posting their comparative results. It annoys the hell out of me as any hint of objectivity is lost and it confuses anyone seeking objective comments.
And, dare I say it, someone who's spent a fortune on a high-end transport is unlikely to be happy that something far cheaper produces hifi of comparable or better quality. Subconsciously, this is going to affect the results.
Mark - your methodology (though not quite as elaborate) was how I came to the conclusion that my Squeezebox (1), Oppo 970 and Meridian 598 all sounded identical (to my ears) into my G68.