On the one hand I have a speaker builder from one of the most respected names in AV gear with nigh-on 50-years of experience and investment in the cable market (no reason to prefer one outcome over another) showing repeated tests of actual output; including measured signal on cable, measured output from speaker, and multiple double-blind listening tests.
But on the other hand I have a cable manufacturer with computer models of why their cable is the best.
Whom to believe. I'm so confused.