Frankly, if I don't trust their marketing, then I don't trust the company.
BTW, you can test cables and correlate to sound quality. What one cannot do is one test that tells you every thing.
For example, a cable has an input and an output. So the power you put in had better Match the power you get out as well as match the frequency spectrum. It's not hard to measure mW or nW or uW, but no one does it. It's a bit expensive to measure shielding effectiveness but no one does that either. Both of these are big ticket sound destroyers, but I never see anyone advertising those numbers.
With BS marketing hype, you don't have to worry about this factor: brand A cable holds the King Position with shielding effectiveness from 50 Hz to 50 MHz with a min of -40 dBm but now brand B cable comes out with shielding effectiveness to 52 dBm. Oops, brand B is now the better cable, and brand A is somewhat obsolete.
And we didn't even mention power loss in the cable...