I will not run them in wall - the appeal is how good they supposedly sound. I reckon there is no reason that I can't use in wall cable as regular outside-of-wall speaker cable?!
Yup, that would be a good assumption. It is OK to run in-wall in not-in-wall applications (but not OK to run non-inwall spec for inwall apps). But.....if you aren't running it in-wall, then why pay extra $ for the in-wall spec????
If you think that fancy cables make an audible improvement, then you already drank the audio-phool Koolaid. This is absolutely not true, and has been proven time and again. If you want fancy cables for aesthetics and don't mind paying a premium, then go for it, but understand that is what the $ is going to (aeshetics).
Now, on a side note, it is possible to change or color the sound with fancy cables. However, this is absolutely an undesirable situation and must be avoided.
Like I say, as far as price/performance, BJC is top-notch, broadcast quality stuff. That's the best that you would ever "need".
Have you read that article from Rickster yet? That is the go-to reference for these types of questions.