You know, at one point I thought the same thing. I walked up to Dana's booth at Axpona in 2016 thinking he was probably selling snake oil. I was really only there because they were splitting a booth with Wells Audio. I'm pretty sure I rolled my eyes at the guy when he suggested a demo. He had an A/B comparison set up at the booth between his cable and a stock cable on the HE560. It took me about 5 seconds of listening to realize I was dead wrong. I was so impressed, I stayed in touch and eventually ended up reviewing the Lazuli and Lazuli Reference here:
http://enjoythemusic.com/magazine/e..._Lazuli_Reference_Headphone_Cables_Review.htm
You know by now that I take recommendations pretty seriously, and spending $549 on a cable ain't for everybody. And that's totally, 100% okay. I only brought it up because there were a string of cable recommendations, and I've tried A LOT of them. But anyway, here's my take on it: I feel a lot better recommending a cable that stretches somebody's budget, but makes a very noticeable positive difference vs. a cable that conveniently fits someone's budget, but barely makes any difference at all. IMO, that's just throwing your money away.