Well, I am far from an HDMI expert and tend to buy high quality, well engineered cables as a whole so this question is probably better answered by others but, my understanding is all types of issues including intermittent picture and/or sound, sparkle, fuzziness, colours that are off in tone or other qualities, lowered resolution, etc.
I agree, their marketing is deployable. I mean, if someone just wants to have a beautifully crafted cable made of solid platinum or whatever then have at it but, don't try and say it will tickle your eardrums or something lol. Unfortunately, this is fairly common place in the audio industry and has been for as long as I can remember.
Oh no, there are others...
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(just one example, there are plenty more)
Anyway, didn't want to turn this into another cables thread. Just thought I would point out that not all is bad about Audioquest products.