FWIW, a friend of mine worked at a local stereo/AV retailer than sells McIntosh, and AudioQuest, was their top Munster salesman (management actually booted a couple of them for not selling it (I had worked for that company and still wouldn't have had any luck staying if I had been honest with customers), worked at another higher end store along the way and owns some Audio Quest cables, but I have been explaining why they can't do what is claimed, so he's gradually replacing them, as time allows. He has some Audio Research equipment and used it for a long time but recently, he decided to reinstall the solid state power amp- he was surprised to find that he prefers the sound to the tube amp he was using and that surprised him because he really liked it.
This can happen when our subconscious mind makes decisions without our input. This isn't always an obvious difference, many times it comes through hearing a detail that 'wasn't there before' in music that hadn't been heard recently. While that's dfinitely possible, the fact is, our 'hearing memory' isn't great over long periods of time. Yes, we can recognize voices that haven't been heard in decades, but fine details aren't as easy most of the time. That's one reason listening tests need to include a direct comparison, not listening to equipment at one place and other equipment at another after driving and being exposed to noise, music at moderate to high volume, car horns, etc.
Best advice I can give after selling audio/AV gear over decades- find something you like and enjoy it- once you have it, you won't be comparing it with anything else. Trying to find 'the best' is a good way to become neurotic about it.
