It is very obvious to me manufacturers really don't believe the DAC ICs would make any audible difference because most high end gear even 2 channel stuff don't seem to bother using the top tier ICs, yet they would all try to convince people why their gear would sound better than their competitors. That's really silly on their part because for the buyers they target on, they could have put the flagship ones such as the AK4499, ES9038 Pro onboard and highlight that fact in their marketing material. No it won't be "audible" by humans but to golden ears and people fixated on numbers, they will gobble it up and therefore would shut up and pay up.
As it is now, Storm Audio appears to be forced to upgrade the DAC section after members on ASR expressed their disappointment and now I know Gene has been working with them on improvements as well.