However, other companies, with good reputations, sell much higher priced cables and people are fine with it. These companies have learned to manage the hype to sound realistic, perhaps even a big humble, focus on the quality build and make their claims more believable, and people spend way too much on cables. (Don't interpret this to mean I don't believe or appreciate the tremendous improvement that quality cables make).
You know when you are dealing with a BS company....
...when you read statements like this:
"You can expect a 15% to 20% improvement in sound for each level as you move up the line. The improvements are in soundstage, resolution, realism, musical presentation, impact, etc."
Me: yeah, the humidity in my room changed from 44 to 45% yesterday, and I immidiately noticed that the realism dropped by 3.4%, yet the musical presentation actually WENT UP by 8.3%. I was able to compensate by turning the lights on in the kitchen and changed my socks. Puh, that was close.