The "most foolish" loudspeaker tweak/upgrade ... is

Thanks jetter. I know what you mean and am somewhat inclined to agree about the BS aspect of that statement. When I first read it I paused, went back and re-read it thinking I may have read it wrong initially. As geoffkait mentioned, perhaps there is some benefit in noise reduction or something else. It’s also conceivable they are using the term metaphorically.

https://www.goldenear.com/images/reviews/PRESS-RELEASE_GoldenEar_CES2017_Triton-Reference.pdf

@ptss wrote "testpilot it's my understanding wire shouldn't be heard... "

So your objection is merely with the price and is without regard to performance. 

Wilson Audio's literature at some point mentioned the importance of the number of turns in the twist connecting drivers.  Take if for what it's worth. 

So, these cables are worth the $39k price tag...and can out perform cables below this price point...because of the number of twists??