Comfort is the biggest issue IMO.
Memory wires add little in the way of convenience and make packing 'phones away a little bit more of a chore.
Stiff cables like those found on the UE TF10/SF 5 pro's and some others are a pain to manage when rolling them up, and trying to unroll them.
Twisted cables look very 'Hi-Fi', but also add slight inconvenience when handling, and suffer from contact noise.
I agree with the reasoning behind twisted or pleated cables, but my favourite cables are the fixed ones on my Phonaks.
They're flexible and rubbery, making them quieter than many cables. easily managed, tangle free, memory wire free (came with optional/removable guides), and best of all they're COMFORTABLE.
I also appreciate the thin cross section as I've recently become a glasses wearer.
I like the look of the flashy aftermarket hand pleated type of cable, but these new cables from Cosmic look just as cool, but in a much more understated way.
And I haven't even touched on the connectors!