Disclaimer:. Not affiliated with... or compensated by manufacturer... but the following gives a basic explanation how cables can affect sound.
FWIW...
http://www.bluejeanscable.com/articles/whatwiredoes.htmNow... as another example, (on a smaller scale), let’s look at phono cartridge tweaking. Most phono preamps have/allow for changing capacitors and resistors... either manually or by knobs/switches...
that affect the frequency response of the cartridge.
Using the same basic understanding and principals... some companies may use different gauges of wire... different dialectric insulators... different metals... and different sheilding, to manipulate electrons of a power cord, (or interconnect or speaker cable), to a sound that they prefer.
Some individuals will prefer this "house sound" , while others won’t... and even others won’t hear a difference due to ear shape, or ear damage.
While I have no foundational argument for what I am about to say... I might even suggest that using the above mentioned methods might even cause a phase shift... with the end result requiring a speaker placement change.
And no... I’m not smoking or drinking anything. Just a theory based on subtle changes and experimentation with my setup.