I'm not a cable magic believer, but there a lots of USB cables in the wild that are pure crap!
Yeah, a cable needs to be the proper AWG for the application, make a good secure mechanical and electrical connection, and maybe be shielded depending on the application/signal type and the ambient environment.
Once these criteria are met (i.e. the cable is "good enough"), anything extra on a cable is simply a waste of resources.
And, I have seen my fair share of USBs that don't meet this criteria, seems to me that USB tends to be the least likely to be reliable cable.
And, with all of that being said, USB connection is my absolute LAST choice for any connection, and goes double for audio, and triple at my job!
@ematthews how long is your USB cable? A USB cable should never exceed 6 feet in length. Otherwise you are asking for problems.
To be very accurate precise on cable lengths for USB, it is defined as part of the USB protocol:
Main article: USB hardware § Cabling
The USB 1.1 standard specifies that a standard cable can have a maximum length of 5 meters (16 ft 5 in) with devices operating at full speed (12 Mbit/s), and a maximum length of 3 meters (9 ft 10 in) with devices operating at low speed (1.5 Mbit/s).[74][75][76]
USB 2.0 provides for a maximum cable length of 5 meters (16 ft 5 in) for devices running at high speed (480 Mbit/s).[76]
The USB 3.0 standard does not directly specify a maximum cable length, requiring only that all cables meet an electrical specification: for copper cabling with AWG 26 wires the maximum practical length is 3 meters (9 ft 10 in).[77]