In summary, both the 710 and the 7300 are good machines. It is normal for them to have differences in functionality, operation, and configuration. Otherwise, what would be their selling points?
If you enjoy buying the 710, then you wouldn't consider the 7300. I also don't think anyone will choose the 710 if they have an iCOM. The only ones who are struggling are those who haven't bought one yet.
Take a look at your wallet, see what brands you like, and then consider the appearance of the device. If it fits your budget, go for it.
When operating on shortwave, the equipment itself is not the most important thing; the antenna and the transmission environment are key. Don't always rely solely on graphs; instead, go to a place like the seller's physical store or visit a friend who owns the equipment, observe it, and experiment with it briefly. That will give you a better understanding!