How many of us have worked in audio stores?

Have worked and am still working in a dear friends highend shop from time to time. Don't get paid in $$$, but love helping out. My payoff comes by way of listening, in my own room, some of the finest gear in audio. Also much of the hotshot, ripoff cables. We will sit for hours doing AB comparisons. We will sit an listen to wires, that beat up some of the most highly praised wire. It always amazes me why some people buy what they do. Especially because of nothing to do with sound, but because someone wrote a great review. There are so many great products out there that do not get the recognition, that sound so much better than the highly reviewed pieces, yet the better sounding gear will many times be overlooked. I have even heard one man say that this is a much better sounding product, but will buy the more expensive product because of a review. I do not, or will I ever understand this. Can anyone explain this to me. I am sorry, but I am going to have to steal from another member. I hope he forgives me.
I remain totally cluless.

Hi Sean, My dealer friend breaks in all his wires in in his home theatre room. I used the Duo Tech. It seems to work, but takes forever. I am very interested in the cable cooker you have mentioned in the past. Gonna have to get one of these. I also agree with you that a cable should not be evaluated until completly broke in. That's the tough part for me. When is a cable fully broke in? Any info on this cable cooker would be much appreciated.