sooner or later everyone in audio business will realize that selling high price cables is the most profitable way to do business. and nobody will buy your $300 or more cables if you are not marketing it as "vastly improved the sound". the only difference is if someone has enough conscience to refuse going down that path.
Danny has made his decisions.
People buy expensive things for a number of reasons. It could be brand name, build quality, appearance, warranty, service before and after the sale, and a hundred other reasons. Even when we live in a utopia, measurements driven, audio science world, there will be plenty of space for manufacturers and retailers to make money on high end cables.
The difference will be that they'll be honest that they sound the same, but other factors drive the price (brand, build quality, appearance, etc). It's a tough leap for these companies to make, but there is evidence out there that this works in audio just like it does in every other consumer category.
Look at NAD as an example. They essentially sell the same 2-channel Purifi amplifier at two price points, the C298 and the M23. The difference being the materials used for the boxes, the appearance, maybe build quality although I don't see it in my M33, and the cachet that you have a "Masters" series in the M line. NAD is very successful so other brands can copy this strategy.
A personal example. I know that speaker cables don't make a difference after a certain gauge. The shop I was buying cables from told me the same (Blue Jeans), but I still spent 3x more than I needed to because I like the way Blue Jeans treats their customers and how they attach the banana plugs.