Even if you performed the A/B test and found them to be different, how do you decide which one is better?
That's what I was saying. In tests, people found them to sound different, and they might prefer one over another, but that's personal preference.
I guess if you suddenly got a tone you hadn't been able to get with your old cord and EQ tweaking, then it's worth it. But only you can decide that.
I think that's the premise behind the marketing thing, that if you can't hear a difference, you don't need it.
We can say the same thing about strings. Every string maker makes claims about how they make their strings, and about the tone, longevity, etc. In the end you either like them, or you don't. As much as I can't stand certain brands of strings, people still use them and like the way they sound.
So there is no wrong or right, or better or worse. But I appreciate that these people are trying something new. Designing a new product and manufacturing it is a lot of work, and it's expensive. I know ths from first hand experience!
There are easier ways to make money than making claims that they don't believe. Some of these cables are very elaborate, and they have to have custom wire made for them. Surely if they didn't believe that they made an improvement of some kind they wouldn't go through all that trouble! It's just not worth it. And if people didn't find some value in these cables they wouldn't buy them.
I don't buy that it's just because the cables cost more that people are suckered into thinking they sound good! I have tried some very expensive amps that get rave reviews, and though they were rubbish!
So if you think you hear a difference, you probably do. If that difference matters to you, then that's a legitimate reason to purchase something.