true, forgot about gold is less conductive than copper. but the point remains - they are better than copper for connectors, for durability reasons, not for audible difference.Silver is a little better conductor than copper, but gold is actually a little worse conductor than copper. Silver sulfide is conductive, though not as much as pure silver, whilst copper oxide is an insulator IIRC so effectively non-conductive. Gold is resistant to oxidation, true, though the thin deposition (plating) of most conductors means it wears through quickly. Alloys are usually used as they are harder (and typically somewhat more conductive depending upon the alloy) and cheaper.
well, then let's see if there is someone suing them for that claims. as I said I am not happy with their statements, but parts of them still make senses, and they seem to tread quite carefully to not upset either side. you probably haven't watched a lot of "reviews" on cables thenDanish authorities state on their website that the company must have documentation ready for their marketing claims, which is the only sensible way regardless of what fallacies are disputed in the process, and it is also illegal to omit important documentation in a way that misleads potential consumers and creates more audiophools (the quotation is translated by Google):
Påstande skal kunne dokumenteresVirksomheder skal kunne fremlægge dokumentation for de påstande, de bruger i markedsføringen af deres varer eller tjenesteydelser. Det er en god ide at have dokumentationen klar, når markedsføringen starter.www.forbrugerombudsmanden.dk
all in all, I'd give them a pass. I'd never watch a video from retailers for opinions anyway.