It sounds to me like everyone else is missing the point, which is that we listen to music with our mind and emotions engaged. Emotions don't 'colour' response; they are absolutely inherent to response.
Could not agree with you more... Music is Emotion, and I am sure that Shaw et al.. would agree as well. But what is happening is that the emotional response is being used to sell technology with no basis in fact, Marketing 101
When you want to determine whether amp A actually sounds better then amp B, you need to eliminate those variables.