I wrote the article for Bound for Sound. The difference in cable-influenced sound is measureable as long as one measures the frequency response where they listen and don't fool themselves into thinking that measuring the electrical signal of the cable is what they need to do. You need to have a high end system capable of reproducing sound accurately. I used a pair of Legacy Focus speakers, a pair of Parasound HCA-2200 mk.II amps, and a Joule Electra LA-200 preamp. A $1000 Best Buy stereo won't be sufficient to hear any subtle differences or to measure the air movement. You can use a hand held dB level meter mounted in a spot close to where you normally sit. Do not move this as doing do would invalidate the comparison.
My favorite comparison was to replace a pair of Kimber Kables between the preamp and amps with other cables. Try it. Borrow some cables from your local audiophile store and test this for yourself. No need to theorize on how stupid or gullible other people are. You can become your own voice of authority.
Get a frequency response CD, DVD or generator and play it trough your system at a level of about 85 dB (pretty loud). Record the reading at each octave starting at 20 Hz, up to 20,000 Hz. You can add more frequencies' to make the test more accurate. Record the results. Then change a pair of cables to a different brand, or different price range Repeat. Look at the results.
If you don't have access to a high end stereo ask various store owners if you can test using their equipment. I never met an audiophile shop owner that wasn't interested in sonic truth.