Looks like the guy might have just mistyped his sentence. It looks like it's been changed.
"Contrary to the marketing, cables do not matter. How do you know they don't matter? Because in blind tests even audiophiles struggle to tell the difference between $100/foot exotic cable and simple lamp cord. Even when they can tell the difference, they're not sure which one is better! (As a practicing engineer I have had a hell of a time even understanding the so-called marketing reasons often give for why cables should matter.)
Of course, if you want to impress your friends, they'll have heard of Monster cables. But before dropping more than about $20 on 50' of speaker wire, you should start with some lower cost 14 or 16 gauge wire from an online retailer or the local hardware store."