Small Brands vs. Larger Brands

Hi,
i imagine you mention as magazine brands the ones that can spend on advertising. A small or online brand can definitely have good ideas and implementations that work equally good or better as their invoicing is not balooned due to higher running costs. A large brand has more resources, does a lot of research, a lot to support, and still can offer higher priced cabling at much lower prices for reducing stock. 

A lot of the smaller cable manufacturers offer generous in-home trial periods, which is very valuable as cables can be so system dependent.  And selling direct, as many do, obviously keeps their prices very competitive by subverting dealer markups.  However, because cables lend themselves well to buying used, larger makes can also be had very cost effectively with little risk if they have a fairly liquid resale market.  But ultimately it comes down to what sounds best in your system and your ears no matter who makes them, so I’m a proponent of reading many reviews to narrow choices down to those that sound like they match what you’re looking for and trying at least a few before making any final decisions.  FWIW. 

Spend a little cash look at PURIST.