All of this 'Cables from the land of make believe' is why I have come to hate the audio industry. It opened the door to marketing departments making unbelievable claims that can only be heard when the listener has been told what they would hear.
If it sounds good/great, buy it. If it doesn't sound different or better when compared to something else and it costs more, don't bother.
I went to the local high end shop and when I arrived, one of the owners was playing music through a pair of speakers that were going to be demo'd later that day. I had listened to a more expensive model from Sonus Faber and I prefer them to the slightly smaller ones, but they sounded good. I have to say that I don't think I would pay the price for the system, though. Not just because it includes AudioQuest cables, it just didn't blow me away the way it would need to in order for me to buy it for the low, low, price of >$50K.