To my ears and in my rig+room, i am able to easily discern differences in cables upto a certain pricepoint. I have many of the audioquest cables from their entry/mid price point to higher end. All their cables can preserve/present more detail and clarity than crap wire and crap amazon cables. But , as I go higher up their price ladder, it feels like pulling teeth to hear any differences from their own lower priced cables.
Guys with untreated rooms, lower quality gear and poor setups will have a much harder time discerning differences with any cable...in other words, it is a prerequisite that must be met before starting to experiment with cables.
Overall, i really don't care to experiment with a bunch of different cables from different manufacturers, swap a bunch of cables all day and wear out the connector/receptacles in my pricier gear. Done!