In this video, he promotes blind testing. Perhaps to cover his tracks?
If cables made such a difference, then why don't SVS, JBL, Anthem, Marantz, etc, etc, promote their "own" cables that maximize the performance of their products? Why don't they heavily suggest that high-end cables improve their performance? Would that not reduce their return rates on sales? Wouldn't that highlight the capabilities of their engineering?
It's misleading at best, and predatory at worst.