Celtic66 makes a strong case. Signal Cable is a no-brainer substitute for people beginning the PC upgrade process because it's very reasonable and shames any stock supplied OEM cable. Once the buyer gets his first taste of how PC upgrades can make such noticeable improvements in his system he will likely [over time] continue the PC upgrade path to the more exotic [and considerably pricier] cables. Or not. But, the sound improvement from OEM to Signal cable might very well be significant enough for many who will never feel the need to take another step nor ever experience such a large improvement in "one jump" ever again, relatively speaking... certainly without spending a lot more (IMHO). I'm describing my experience here as well and while I have upgraded some of my signal cables I am still using the digital power cords on my transport and processor, and a couple of basics on my power conditioners as well as a custom made speakon cable(s) for my subwoofer. Frank provides a good product, good service, and obviously has many happy customers. Take that for what it is.