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Solely theoretically speaking, even if these cables made absolutely no difference physically, if your mind is convinced they make the music sound better, they probably WILL make it sound better. The "placebo effect" as we call it is sometimes much more significant than we tend to think. There is a lot of interesting research in this area.
In short, use this "effect" to your advantage. If it makes you feel better, if it makes the music "appear" to sound better, then great.
Maybe don't even research it - ignorance is bliss. Even King Solomon said, "For with much wisdom comes much sorrow; the more knowledge, the more grief." I didn't really realize how true that was until later in life. With information at your fingertips it's easy to become addicted to "knowing", to finding the "truth". Yet, you will be more happy with less. And if you think a certain speaker cable will make your music sound better, then who's to say otherwise? It's really difficult to trick your mind, so keep believing what you want to believe. Think of it like art. Physically, paintings don't cost that much different, material-wise and time-wise. But it's what it means and how it makes you feel that is where the value is.
I love the painting analogy. Every painting should cost $50 or less, because that's what the painter invested in the materials. To hell with talent and discriminating taste. And same with wine. Grapes are really free (they come out of the ground on their own) and so is water. You should only pay for the cost of the bottle. LOL.
Let's just leave it at that. If you are comfortable with lamp wire, get out your trusty old soldering iron and make your own cables. May be that will make you happy. If you are curious about the difference (and if you are properly equipped to hear it), we will stand by the quality of these cables. But not interested in proving anything to anyone. Not really worth it. I'm yet to see a single return on these, so people like them.