I understand people who want something because of its price- some like to impress their friends and when most of their friends are at the same level of income/wealth, the money will definitely flow. However, I refuse to believe many of the claims put forth by many manufacturers and sales reps. That said, let's get this out of the way- the vast majority of A/V sales reps are only pushing boxes and filing reports. Few of them actually know what they're talking about and even fewer want to know. I asked the branch manager of a local distributorship about security cameras and he told me that he avoids dealing with them as much as possible. When asked about some details, many just shrug and blather on about something totally unrelated.
When electronics company manufacturers trot out their "tech-guys", it's sometimes useful but the sad fact is that reps used to be salespeople in a store and they sold more than the others, not because they know more. Sometimes, they move up the food chain to tech support and then, it gets ugly. Some can be trained, many can't.
I read that Noel Lee's son was quoted as saying "My father created a solution to a problem that didn't exist" when asked about Monster Cables' success. I was talking with someone I have known from being in the local Audio business for almost 40 years and while we were discussing this topic, he said that when Richard Kimble was in their store, the owner asked how he got started in selling high-end cables. His response? "Because people will pay a lot of money for them". AudioQuest sells cables with batteries on an open loop, supposedly to "bias the dielectric and minimize or eliminate cable break-in". Can someone please tell me that this is valid? I refuse to believe that a 6' HDMI cable is worth $1500 or a 2m pair of audio interconnects with 6 batteries is worth $6900.
What about Cardas? I was watching some videos on YouTube and he said that he came from the phone company & that nobody knows more about cables and testing them. His site has "Golden Cuboids", which are blocks of Myrtlewood. Someone in the advertising department thinks it's America's most beautiful wood. Meh. They're made to Golden Ratio dimensions. Fortunately, nothing is written about any claims to improve audio or video quality. They also sell chunks of Douglas Fir with V-grooves. I assume they're for suspending cables above the floor and I wonder if the nautilus that's laser engraved helps the sound.
One thing that I think is forgotten- we're REproducing music. There's a big difference between that and the sound that occurred when it was recorded. First, many instruments radiate sound from the front, back, sides, top & bottom. Second, the room where it wsa recorded is often very large. If it's a concert hall, it was designed for specific acoustical properties WRT reverberation rate, not just capacity and to provide a place for the performers to sit or stand. Our rooms aren't that large, nor are they treated in the same way. Add the fact that our speakers don't radiate in the same way and it's not looking good, for total accuracy. However, we need to look at the path taken by the sound energy, the equipment used to record it, our electronic equipment and speakers as the opposite of the original. The list of items & characteristics that are dissimilar to the original process is often 100% of the system, and certainly the room. The fact that the sound we hear approaches realism is absolutely amazing.
Then, we get to the words that are used to describe the sounds made by the equipment. Ugh! 'Chocolatey midrange'? I have read that. 'Syrupy'? Amplifiers that are said to provide better pace and timing than others? The pace of the performance isn't going to be changed by an amplifier and minute changes in the signal will make it sound like the musicians have never played together before? (Room Setup video from Rocky mountain Audio Fest, on YouTube, watched last night).
To paraphrase, "Talking about sound is like dancing about architecture".
I won't sell equipment or cabling that doesn't provide a benefit over another, just because I'll make more money. OTOH, I'm not in the high-end market. I would hate to be on the other end of the sale, only to find out that what I was told is BS.
I'm skeptical of a lot of what I read and hear from people, but I'm not so closed-minded that I refuse to believe some of it. People find it hard to be objective, even when using test instruments. Our minds also trick us into "hearing" things the way we do. It makes us hear what it wants, regardless of whether it's real, or not. Specs don't tell the whole story and neither does the sound. Something can sound great and spec very poorly and vise versa.
Doesn't stop us, though. I would like to see more honest advertising & descriptions and for the manufacturers to deal with reality, for once.