HO Moving Coils

Yes - HOMC experience, no Sumiko, no DV20xH, no Ortofon 2M any colour.
DL110 - loved it.
DV10x5 - very smooth & sweet but did not excite me.
Currently using low output DL 301 II
Other carts tried, Ortofon OM10 - first step up from ancient pie-in-ear and a definite improvement, good BFB (this is where the "rot" set in and I caught upgradeitis :) )
AT91 - don't bother, DL110 - YES this is GOOD, I like very much, DV 10x5 - as above just does not have the involvement I get with the Denon, DL103 - an icon, I had to try this - have to agree with Werner of tnt-audio - "powerful & enthusiastic" - great instrumental timbre, authoritative bass, AT95E - another icon, very good but not in the same class as the Denon (IMO).
Nowhere near all these are HOMC but gives you a bit better idea where I am coming from.
To me, the Denons bring the music to life - I do however reserve the right to change my mind at any time in the light of future experience. :P
On the to try list (maybe) Shelter 501, Denon DL103R, Denon DLS-1, ZYX R100 possibly DVXX2.  The last is, and will probably remain, way above my budget.

I'd have to wonder if the dealer made more from the DV cart than the S/H TT.

For OPs info, the DL304 is low output, will require a step-up of some description to run with his Reflex.
The DL160 HOMC is the same stylus profile and virtually same compliance as the DL301 II that I am presently using and one would expect it to sound similar, barring the usual differences between low and high output versions of the same cart.