To address the question presented, I think anyone auditioning equipment is looking for musicality, although that likely means something different to us all. I can’t imagine that equipment would sound musical to me if it didn’t image well, offer a realistic soundstage, if it wasn't fast, if it lacked energy and detail, etc. The trap to avoid is that a lot of sins can be hidden by a sound that is veiled. Some equipment can produce a sound that is pleasant enough, but it lacks the energy and realism necessary to be a better experience over time.
As was mentioned earlier, assessing the company that makes the products as a whole might be important and might be overlooked. The big “corporate” names can certainly lose their edge and, after changing hands often enough will become at best an echo of the founders’ intent- doesn’t mean they can’t make really good stuff but it’s going to be different. Every buyer of a business is looking to take cost out of the operation. Is that coming from redundant marketing and back room operations or from R&D and quality of parts? Hard to know but don’t overlook that the manufacturer may be the same in name only.
likewise, some of the best stuff is made by really small operations driven by the passion and genius of the founders. Sounds good, but can they service what they sell and what happens when the founders move on? I think these are important issues that can be overlooked in the buying process.