Update from Nordost Heimdall to Frey speaker cable

I don’t own Nordstrom yet have heard a full loom with the DAC, pre and amp of my system and it shocked me on the dynamics and clarity. 
 

I bring this up because their philosophy on all cables. 
 

All that as context - I think there’s a difference. Is the ROI worth it is the question. 
 

Enjoy your journey and share your experience!

What sound characteristics are you looking to change ?  Do you think you are missing something?  I ask because I've found significant impact from power cords and I didn't expect it.