This Dave guy, exotic cable vendor, really likes to toss out special pleading to support and defend his argument. "Oh it only works on "certain cables," or "Oh, it takes a certain system to gain benefit." Of course with the number of possible mismatches of gear this would be impossible to test, insulating him from being challenged. Nor is any information given to help limit possible customers, one would think a proper company president wouldn't want to advertise to the wrong crowd; those with applicable systems.
Moreover, exotic cable manufacturers always fall victim to the same trap, and it amazes me it's never challenged. It simply begs the question why a higher dollar cable would need low dollar (cable risers), or some other low cost and or virtually free enhancement, like burn-in. Let's assume we live in a universe where these things provide universal benefit. If I buy a $10,000 cable, you mean you can't sell it for $10,500 with burn in completed? And for that money I expect to be able to run the cable through a stack of rugs, with the vacuum running and hear nothing detrimental. Are you saying you can't figure out a way around this?