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Power supply, analog components/design, circuit board quality and layout.
Doing all of this well is not cheap to begin with and the limited market means little savings is available from mass production.
I think most people would be shocked by the differences they hear in the musical balances of mixes between different converters. Most people just listen for the kinds of differences one hears between different analog devices and miss the masking problems that converters often exhibit.
It isn't about being bright, dark, big, ballsy or wide. It's about hearing breath pops, distortion, vocal and guitar levels, etc.
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