The general consensus is that it is better to transfer the chase ultimate rewards points directly to the airline rather than book through chase travel. Even though they are worth 25% more through chase travel, the point transfer to the airline is typically worth more. For example, a roundtrip southwest trip might cost 17,000 points on southwest's website. On chase's travel rewards portal, that same trip might sell for $325. With the 25% discount, that comes out to $260, or 26,000 points. The better deal is to transfer to southwest. Doesn't always work out this way, but it usually does. There are few exceptions where it's better to book directly on chase's website. The other exception is if you have the chase reserve card, which gives you a 50% discount instead of 25%.
You are wrong that chase points can be transferred to any hotel/airline. They only have a few travel partners you can transfer them to. However, due to codeshares, it's usually possible to book on most airlines. For example, you can't transfer points to American Airlines, but you could transfer them to British Airways and book the trip on an American Airlines codeshare flight through British Airways' point system.