Caution, if you invest in extremely expensive components such as cables costing over $20,000, you invest your ego in believing you are too clever to have been taken even though you will only imaging it sounding better because you can't admit any difference is so subtle it is difficult to impossible to hear it. If junk science such as amateurly done uncalculated physics is in the likes of skin effect which can only attenuate the playback volume a few hundredths of a decibel at frequencies beyond the limits of human hearing in the advertisements with no graduate school or even undergraduate school credentials of the designer praised in audio magazines and catalogues, that should end all credibility.
While you can often judge how closely an in-store demonstrates the kind of live performance in large differences in design of amplifiers and speakers, the emotional content of the composition and the interpretation of the performers is much more powerful than subtle differences beyond the point of diminishing returns.
Therefore, don't make exaggerated sensitivity to sonic differences a bicycle tire pump to your self-esteem and don't put up with being judged solely by how expensive your audio components are.