Chiming in here with similar opinions. Have had experience with several of the HarmTech cables, now have the Matrix 1 interconnects, and the cheaper digital cable from AZ. They replace Analysis Plus, Luminous Audio interconnects, and TekLine digital (a wonderful cable in its own right).
Smooth yet detailed, even not fully burned in, they seem to bring the whole experience of the music to me better. Strong bass, highs detailed, not harsh. Midrange just seems extremely neutral, I can't really hear any colorations.
BTW, The Music Shop is a good dealer, been a long time since I did biz with him (TG Audio HSRi power cord), but I don't think he's just selling anything here....
Thanks, and good luck.