Between Denon and Marantz... you are going to hear same sound?? Marantz has the HDAM which is supsoose to make a difference? Agreed or disagree? From those reviews and audiophile forums you get that Marantz is just better for music. I can tell you... there is not an $800 difference in sound from 3070 to 7011. No way!
All else being equal, in pure direct, D and M AVRs in the same price range (say within $100 list price) would sound virtually the same when both are used well within their power limits.
Subjective reviews, audiophile forums and magzines included are subjective, often influenced by the old hearsay. In the old days, some Marantz (obvious they were not the only ones) models
might have been intentionally designed to tune the frequency response to make them sound warm, or a few well known reviewers
might have felt that way because of the way they did their comparison listening.
I am only speculating, but quite often that's how hearsay got started. Nowadays, test labs such as the one run by Audiohlics.com use advanced and precise instruments to do their test and it has been shown time and again that Denon, Marantz, and Yamaha AVRs should not have their own sound characteristics when used well below their power limits because bench test results were consistent with their virtually flat frequency response in the audible range and distortions were too low to result in audible differences.
ADTG has already shared his comparison listening experience. I have also compared my Denon AVRs with my several separate components, including Marantz prepro, preamp and power amps and can assure you while subtle difference could be heard in a sighted test, even such subtle differences disappeared (not detectable) when compared without seeing them.
So I agree the better way to choose an AVR is to go by the power you need, cost, feature, reliability. As for reviews, focus on the bench test results, not the adjectives used by reviewers to describe their perceived sound quality.