Doesn't this say it all?
From the Audio Quest "Cable Theory" PDF, page 27:
"The only thing that needs to be learned is how not to be misled by the incredibly deceptive process of listening to equipment."
That's right - listening to equipment is incredibly deceptive! If you can't trust your ears, then you will have to trust AudioQuest instead!

No reason to beat around the bush: Audio Quest employees are liars.