Speaker cables, as that post mentioned earlier have much more plausible technical reasons to make a difference. However, the technical aspects of why they make a difference means any difference in the audio will be measurable, not only that, but as the article mentioned or eluded, the speaker cable really needs to be designed bespoke in each situation to your amplifier, length of cable and speaker to truly have the least impact on the audio signal, so just buying £1000/m cable blindly may well lead to degraded performance. Ironically you would want to measure/understand your equipment then you'd probably save a fortune and just buy a normal priced cable with the best match of impedance/capacitance etc.
For low power interconnects and mains cables however that's usually harder to justify, unless you are talking about the wrong design of cable being used entirely, or such terribly designed audio equipment that it is sensitive to things it really shouldn't be.
And obviously (and I stand by this) anything altering the sound in anyway should be measurable.. Rather than try to measure qualities of the cable, just measure the end to end audio signal and show how it degrades with some cables and not with others..
I think people are right to use the word snake oil.. because anytime they can't demonstrate using controlled (and fair) tests, then it's probably best to assume snake oil..
Take Atlas cables, and read their technical library (not really extensive, it's only 1 white paper)
https://www.atlascables.com/design-technical-papers.html
In theory, the perfect cable would simply comprise a pair of pure conductors in free air, although in practice the conductors need to be covered by an insulating material to prevent the two wires from ‘shorting’ together and to protect against corrosion.
But our research revealed that this essential insulator effectively adds unwanted capacitance (read ‘resistance’) which slows down the speed (Velocity of Propagation) at which delicate audio signals pass through the cable. While the measured effect is very small, the audible benefits with ultra-low levels of capacitance are very apparent, as listening tests reveal.
1. Technically a perfect cable would be pure conductors in a vacuum, not air
2. The properties (including capacitance) of insulation is such a well known and obvious fundamental property of any cable design that I'm amazed they had to do their own research to have figured it out.
Then read their white paper on their HighV Design Philosophy.
1. It says you need a 1Ghz oscilloscope that is rarely found in any lab, which is nonsense.. we have 2 of them in a our small electronics lab, and you get scopes up to 110Ghz..
2. They spend time just pointing out TDR and impedance matching theory that you learn at University (I certainly did on my degree course)
There is nothing of actual substance except they say they just design low capacitance insulation.. No studies on the effect on the audio signal for each of their product lines (how this is going to be relevant to mains cables would be interesting to see how contrived a test they'd have to setup, but whatever..) And as the other article on speaker cables mentioned previously in the thread, some amplifiers may not react well to that.
The only glimmer of hope I found was the promotion of mains filtering.. some badly designed equipment doesn't have a decent enough AC/DC stage to reject all noise, however would I buy theirs? I don't know I suspect it's be way too expensive.
Lets not get started on USB cables.. I remember the days of HDMI when the only way the snake oil marketing would try to show a difference was sneakily relying on HDMI's data rate fall back mechanism that dropped the colour depth down when they used a poor cable that wasn't able to achieve the necessary bandwidth..
The real answer in most cases as mentioned in placebo, that's not being overly derogatory, we all suffer from it.. I have 5 headphones/iems and I switched between 2 or 3 of them regularly.. I have found
1. On some days I find the same headphones sound a bit meh.. maybe a few hours later they sound great again.. my own ears / brain have quite a pronounced effect on the audio presentation..
2. When switching between headphones I always have to adjust.. it can take 10-20 minutes, but initially they sound different, and my brain pretty much things different = worse until I adjust.
I am sure the power of suggestion is more than enough for most people to think it sound great..
To back it up, we have an audiophile who recables everything, has about 20 different interconnects and is a completely outspoken person on the subject, I swear he thinks he's super human with his hearing.. So when he bought some WH-1000XM3 headphones (at the same time I did), he go them and immediately burnt them in for 1 week, then proclaimed the difference was night and day.. I just used mine, they took about an hour or two of listening before I felt I'd adjusted and could hear the improvements over my previous XM2's). The fun started when he updated the firmware which he did on a Monday before starting work, he then put them on and thought they sounded absolutely dull and lifeless and terrible.. then searching around he found people complaining about the noise reduction being worse after the update and equated that to affected the SQ.. So much so he wanted to return them but was worried he'd get the new firmware rather than the old firmware so asked if I'd swap. I said if he could tell on a blind test I'd swap.. So we referred to teh headphones as A and B and I took them away, went to my office, swapped them over and came out with the other pair each time.. After the 5th swap he claimed one sounded awful, the other sounded much more dynamic and less bright.. I asked how big a difference and he stated much more than when he recabled his IEMs which he raves about..
The punchline was, I never swapped the headphones over, they where always his.. He's been a little more humble these days, and is slightly prepared to admit that the effect he has on the listening experience is possibly quite a lot to do with his brain..