Long term Nordost user.
Heimdall is where you start if you're gonna bother with cable insanity.
4akg_ca laid out a good Nordost overview. Nordost is a polarizing brand due to price and the subjective claims of how it might make your system sound.
Depending on the level of your gear, I wouldn't obsess on the eye squinting difference Heimdall/Frey MIGHT make.
I have Heimdall II wall to speaker with Frey II in the phono section.
I have demoed the mighty Odin II($50K+ in pwr/spk/IC's) in my setup. A complete waste for the level of gear I have.