Cambridge Audio, Rotel, Arcam-apples and oranges?

I am looking to buy a new CD player. I have read many good things about the new Cambridge Audio Azur 640 player. Does anybody have any insight with regards to how it may compare to an entry model Rotel or an Arcam Diva? I know the Cambridge audio is much less expensive. Am I comparing apples to oranges? Any advice would be greatly appreciated.
I do know that I really never seriously considered any Rotel players until I heard the RCD 1072. It is one sweet player. I believe it does a better job than the Classe CDP .3 and also the Musical Fidelity A3. Atleast in my system.
you are comparing apples like red delicious to apples like granny smiths, haha. all of the players at the same price point as the azur like rotel, arcam, etc. will offer you similar performance at the same price point, it just depends on what taste/sound you like the most. if you like a warmer sound go with the arcam, if you like a brighter sound go with the rotel, i don't know what the azur sounds like but audio advisor offers a 30 day return policy on anything.

go listen to all of them and see which one you like the best.