There are more subtle and manipulative forces at work which might better explain the high margin greed seen in cable peddlars.
Although cables can cost thousands, of course you can spend thousands more on speakers and all the other associated components.
Having suffered through the pain of that invoice - and with high expectations for joy and happiness to arise from a new system - the customer is in a psychologically vulnerable state, where he would be unusually sensitive to disappointment.
At that point, with those high expectations, and having already blown a considerable sum of money, the last thing you want to worry about is that a) you are not really getting your money's worth, b) not really going to get gloriously high end sound etc etc.
Regardless of the price of the cables, it is neither financially or psychologically the main purchase, so this still big but most likely lesser sum - despite the ridiculous mark up - seems like sensible insurance and often tempts the buyer into a oh what the heck I might as well really go for it - type of a purchase.
Similar psychology is employed when a car salesman will say how attractively priced the car is, before piling on a load of high margin options.
If my theory is correct, the "best" tires, oil, gasoline etc could all be sold at inflated margins to Porsche and Ferrari drivers.
I pay extra for high test gasoline, which some people say makes a lot less sense than expensive cables, but I have no intent to change.
Beware the accessories and extended warrantee salesmen!
Although cables can cost thousands, of course you can spend thousands more on speakers and all the other associated components.
Having suffered through the pain of that invoice - and with high expectations for joy and happiness to arise from a new system - the customer is in a psychologically vulnerable state, where he would be unusually sensitive to disappointment.
At that point, with those high expectations, and having already blown a considerable sum of money, the last thing you want to worry about is that a) you are not really getting your money's worth, b) not really going to get gloriously high end sound etc etc.
Regardless of the price of the cables, it is neither financially or psychologically the main purchase, so this still big but most likely lesser sum - despite the ridiculous mark up - seems like sensible insurance and often tempts the buyer into a oh what the heck I might as well really go for it - type of a purchase.
Similar psychology is employed when a car salesman will say how attractively priced the car is, before piling on a load of high margin options.
If my theory is correct, the "best" tires, oil, gasoline etc could all be sold at inflated margins to Porsche and Ferrari drivers.
I pay extra for high test gasoline, which some people say makes a lot less sense than expensive cables, but I have no intent to change.
Beware the accessories and extended warrantee salesmen!