Here's another story. Some years ago my brother bought this new system and asked me to take a listen. The sales guy sold him some cable at $300 a meter. I took a listen and found something is not right. One channel is dead. Since this a new set up, I check the whole system out. As it turned out it was one of the cable.
He took it back to the store. The sales guy said the cable is directional and all he got to do is plug it in the right way. I checked it out with a multi-meter and found the cable has no connectivity. After the exchange, I did an ABX with my brother. Not surprising, he can't tell the difference. This time, the guy goes the cable needs a burn-in. Any way, my brother never did return the cable. I think he was intimidated by all this pseudo-science talk.