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

I have a set of Morrow speaker cables (SP2 or 4?) about 4 years now. I was neither dissapointed nor thrilled with any difference in sound. They are well-made, very bendable, somewhat unique in design and length to order. These days I make my own cables with Belden bulk wire (spools of 14x4 spkr & pwr and 1694A Brilliance for coax & RCAs), but I wouldn’t want to hassle assembling all those strands in the Morrow design - so the value is there (when they’re on sale). Morrow used to sell used trade-in cables (Morrow & other brands), and that’s how I found them years ago - does anyone know if they still do that? The Morrow’s I have are on GoldenEar Tritons, so there is very little power demand since they only power AMT and mids (not bass), but they sounded fine on the Martin Logan e-stats too (which dipped to 1.6 ohm load).

I also have a very nice set of AQ Mont Blanc (think 10awg) with DBS and factory upgraded ends - no discernable difference between them and Morrow (or my DIY Belden) in my experience - maybe a difference could be found by precision measurement.

My impression is the Morrow spkr cables are made of MANY very small individually insulated solid copper strands, and I contemplated making my own from Ethernet cables, but who wants to wrestle with a zillion tiny wires?

With the hundreds of so called "Audiophile" cable makers you need to narrow it down to about a dozen. Yes, were all looking for that underground brand that is a value giant killer. Unfortunately Morrow Cable ads have always given me a negative impression regarding quality and performance.

I have a pillow in mind....

If you have $1,000 and spend $500 on their cables you can definitely

expect to be have 50% less money. 

A train traveling at 55mph going 300 miles to Detroit....

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.