Saying that what's developed in-house is typically better than what can be bought off the shelf... is a bit of a shortcut I find.
There're great D amps nowadays leveraging ICE, Hypex or Pascal (good brands such as B&W, Rotel, NAD, Primare, Aura are sometimes using those readily available modules).
I find it always comes down to the quality of the engineers doing the implementation (it's like different brands using similar tubes in an amp... yet some sound better than others based on implementation scheme).
In fact, it's great news for audiophiles as that kind of competition will ensure everyone ups their game. And Nuprime, Devialet, and whoever else developing their own amp tech will have serious competition to deal with if Hypex and ICE continue to invest in R&D...