Snake oil: Sorry to say that alouding it in our shrin is a shame. Mostly with cables, but not only. I'll try to get the spotlight over some.
Directional wire: Audio is AC, basically a combination of sine waves (Nyquist theory to go digital is based on that). So that means that the current flower 50% of the time one direction and the other 50%, the opposite direction. So if there would be a directional cable (do no exists), in what half would it benefit the sound?
Copper purity: Copper wires that meant for the electrical industry, is higher than 99%. So no matter what purity is promised (doubted if kept) is getting better by up to 1%. Mostly it is 99.8% and the gap to improve is only 0.2%. It will not be audible if two wires compared, one with 99.5% and 99.8%.
Silver: it is on the web: silver conductivity is: 15.87 nΩ·m (at 20 °C) (
https://en.wikipedia.org/wiki/Silver) and copper conductivity is 16.78 nΩ·m (at 20 °C) (
https://en.wikipedia.org/wiki/Copper). in other words silver conducts by 5.7%. Using a copper wire, with a cross section of 5.7% more than the silver copper would equal the two. For price, silver is more than 100 times more expensive!
Skin effect: Usually, found in way higher Fr. than Audio. However, there is a degradation when it goes high power. But there are some reservations on that subject. A thick wire, may drive hundreds of amp's, but full power bandwidth is low (see AWG table). But the higher currents are at low Fr. At higher Fr. it's low to very low. anything above 10kHz are harmonies. So even that cable has more to deliver at those high Fr. to frie the tweeters.
There are more, but it becomes long...However, if we talk about
Speaker Cables, picking a pair, is not a shot in the dark. there is a way to properly calculate it, vs DF and length. The cable do play an important roll and shall be treated accordingly. No cable manufacturer does that. They all keep making the average of #12 to #14 AWG cables, as they fit into the banana plugs and spades on the market. What a shame.