This DAC has interested me enough to demo it, so I placed an order. I haven't had too many DACs in house, mostly show listening, but I have never heard anything that is better than the APL NWO-M I have. And the Sonic Studio LIO-8 is not far behind the APL.
It seems most of the people at HF ogling over this DAC have very minimal experience with high-end stuff, so sure it sounds great. But, it is being compared favorably to MSB at this point, and their stuff is quite nice.
While the juvenile name stuff is off-putting for me (i totally understand the marketing genius), the attitude and science of the developers is quite refreshing.