Not dramatic. Subtle differences if any. I buy cables based on need - length, type of connection, build quality, reputation, reasonable price... not to change the sound of my system.
Confirmation bias is real. I remember a specific instance where a while back I purchased an inexpensive cable to try and then bought a much more spendy cable that was one of the "it" cables. I put it in the system, and was able to easily switch back and forth between the less expensive cable in near real time. I thought the new cable was sounding better than the other and was quite pleased with myself. Some time later, I repeated the listening test and could not detect any significant difference between the two cables.
Which isn't to say that I don't think cables impact sound, other instances have shown that they clearly can, but my experience is more that cheap cables can degrade sound, not that expensive cables magically make your system much better.