I once bought a cable from XX company (banned seller) and while the overall volume was fine, there were certain frequencies that were so far back, that they were barely heard. I sent that one back for another one, and the same thing happened with it. Now, it didn't do this with every piece of head gear I had, but it did with a couple of them. I never really figured out what happened, other than resistance, capacitance, quality of materials, etc... all can affect not only sound quality, but overall volume, and even frequencies alike.
I never measured the picofarad rating of the wire or the resistance, but I assume it was a trash cable overall ($30). But, it could also have come down to impurities introduced during manufacturing. I have a pair of Chaconne earbuds that the cable was fine in the beginning, and they sounded fine for the first 6 months or so, but later I noticed a rust looking spot on one side. That side is now about 10dB quieter than the other side (volume imbalance).