I work at a Big Box retailer, and in the Home Theater department (I know I know, Big Box, ick).
The first thing i was told when I started working there was that Monster made the best HDMI cables, and that the reason being was that they had all the exotic materials gold to triple shielding. I remembered this same thing with USB and DVI: I myself fell prey to the high quality USB scam (hey I was 16 at the time!).
So naturally I decided to test the thesis that there was a difference in HDMI cables based on brand.
I bought both an Acoustic Research 4 ft HDMI line and a Monster 1000 series HDMI line (als 4 ft) and used a Philips upconvert DVD player (one of last years models, I dont have it anymore)(replaced it for a BDP-1200) and connected it to a Samsung 4051 D.
Now here is where it got interesting: on my way out of the store I stopped to talk with our installer. He said that after years of hooking these up, all he would use is Monster Cable if the customer could afford it. After an half hour of talking with him, I left, only to return to go to the audio installers bay for a head-unit issue. While there, I learned the chief installer was a former home theater installer. I expected to get a different answer than "more expensive cables are worth it" from him. Well, he too said only Monster cable ran in his house, and that anything else was heresy (same words as his).
Confused that the guy who was leaving to become an electrician just days later (he was leaving the employ of the store), I went home and hooked it up. I do not have any scientific equipment (indeed I planned on returning the TV for another one afterwards, I was just using it for the test).
First test I tried the AR cable. I was amazed at how good an upconvert could indeed look. After watching the first thirty minutes of Pirates of the Caribbean Curse of the Black Pearl, I switched out the cheap AR cable for the Monster 1000 series. Now I was recording it: what I was doing is using a digital camcorder to record the first 5 minutes of video with AR, then the next first 5 minutes on Monster. I switched the Camera off after 5 minutes so that way I would not have to splice so much video together.
Actually, to my eye, I liked the image better with the Monster Cable hooked up! I really, really did. Just movement in the image and color seemed better. I was shocked: this had to just be that watching it the second time around was better because in my memory it was not as clear.
So I took the video segments on the camera and ran them in two images on my computer monitor. I know that an image from a TV recorded by a camera will not look the same as having been there, but being the same camera in the same lighting, I should still be able to see flaws in the playback if the image was indeed worse
Running two windows, the video playing side by side, I decided to not actually view it myself. So I pulled aside my brother, my mother, and a friend and told them to point to the video that looked better: left or right. They did not know, but Monster Cable was on the right, AR on the left. They all pointed to the right. Once again discouraged by my thesis was being disproven, I decided it may be a problem with the monitor. So I swapped sides of the windows: monster was now on left, AR on right. The test subjects (as i called them in my mind) were brought back into the room one by one and asked which video they though looked better.
Now they all chose the left, which was Monster Cable. I though "wtf? there is no way!"
Next day I returned the AR cable, and the TV (it was $1500 or so at the time, and I really could only budget about $1000). I kept the cable and player.
And it gets worse: at the store we sell three kinds of HDMI cable. Usually, we get the first two kinds returned and Monster cables get purchased by those returning AR and the other brand. It seems other people, not just me, see to like the more expensive cabling.
I am entirely ignoring the article written on Audioholics by BlueJeansCable: I ignore any manufacturers thoughts and why their cable is better or worse. BJC could just be, for all I know, trying to build a case to by cheaper cables like theirs for no other reason then that then they'd be making money. But then it becomes really hard to find independant research on the subject.
Why is it that Monster Cable sells so well? Why did I think it looked better? WTF?!?!?!?!?