You know when you are dealing with a BS company....

I recently purchased a Morrow Audio MA4 XLR cable and emailed Mike Morrow with some “critiques” along the same lines as the OP mentions.  They have chosen to take the approach of customer like “sales” and seemingly have a successful business using that model.  The % improvements are just approximations with the intent of giving customers an idea for what to expect. 
 

I think what made my head hurt the most is that the primary driver for price point appears to be the number of wire runs in the cables, yet my XLR has twice as many as the equivalent RCA but is the same price.

I do like the sound of the cable in my system and am happy to have gotten it 50% off of retail while recognizing that 25% off is probably closer to the going rate. 

As I mentioned before, I am very happy with my Morrow Audio MA4 XLR interconnects.

I am sometimes surprised that I got past the marketing as it definitely rubs me the wrong way, but I decided to take the chance because the SSI concept makes sense to me and I was looking to get a balanced interconnect when the Black Friday sale was an option.  I had considered Morrow Audio interconnects previously but wanted a shielded cable for my setup since until recently I used unbalanced interconnects.  I always felt that the MA4 was the minimum level of interest and it was more than I was willing to pay at the time. I opted for an Audioquest Chicago for $100, then moved to Audioquest Sydney for $200, and now the Morrow Audio MA4 for around $200 at the sale price. 
 

The missing piece for me with the Morrow Audio SSI technology is what the actual configuration of the individual wires is.  I’m also skeptical anytime that one design is used for both interconnects and speaker cables as they are very different connections from an electrical perspective.  I don’t think it’s possible for the same configuration to be optimized for both.  Maybe there’s differences with the configuration of the individual wires that can’t be seen. 
 

My experience with break-in wasn’t a clear and obvious as they describe, but they did sound good at first, then I had several experiences where I didn’t find the sound engaging (didn’t sound obviously bad), and now I’m continually impressed.