Ok... yes and no.Having a difference would make it more than just snake oil.
Most of them have no measurable difference.
Lets set aside the placebo effect.
Does the quality of the material or using different material impact the quality of the sound?
Yes, to a degree.
Is there an audible difference? It depends, but there can be, however when taken to extremes.. no sometimes you'll see a measurable difference but there is no discernible audio difference.
Now please don't read into what I'm saying other than that there is some science behind what they are doing.
@Doodski
Why did you create Litz braided cables?
