The only surprise, to me, is that anyone would possibly think a component would NOT color/distort the sound. If perfection was so easy, why would we need to spend more than $200 on an integrated amp?
Are designers "playing with the sound"? Hmm. I would not say i play with the sound, but i do make choices based on subjective likes as much or more than objective measures - most of which appear to be below the threshold of audibility anyway. Which only proves we are missing some measurements.....
The Phono stage is particular is ridiculously complex and difficult - it is both a precise (and multi-stage) high frequency roll off filter and also needs to do, by far, the most amplification of any unit in the signal chain - between 100X and 1500X depending on your cartridge. By way of contrast the line stage of the preamp might amplify 3-10X and a power amp (note 1) 15-30X. That is very difficult on many counts, staring with the huge impact of even a tiny amount of noise at the input, first stage, or radiated...
G
note 1: power amps have other very different -- but very difficult -- issues that are beyond the scope of this discussion