Heard the Horus at the 2017 Canjam at RMAF. It was nice meeting the Effect Audio team, and had a great time chatting with them along with Jack and Dean from Empire Ears at the next table (really seemed like they were sharing the same table). I listened to the Lionheart and the Ares II+ with my EE Athena customs, and thought they were both quite good. The Ares II+ had extremely powerful bass and visceral rumble, along with very good tonal balance and dynamics. The Lionheart did not have quite as big a 'bootie' as the AII+, but was, overall, the more natural, polished, convincing portrayal of the instruments and voices. Ironpeg was sitting next to me and said I should try the Horus.......
3 notes into an Art Blakey recording, and I knew that my bank balance was going to be destroyed sometime soon. It is hard to describe the staggering improvements the Horus made. The band was simply there playing for me- transporting me away from listening to bass, mids, treble at Canjam, and into the performance. It did not take any time whatsoever to weigh the pros and cons-it was simply "Must have this now". Alas, Eric would not sell me on from the display..... (This also left me with even more respect and admiration for my Athenas-thanks guys!).
I went back the next day to listen again, this time with my Campfire Vegas. Initially I did not think they were enough better than my Norne Theriums, which are paired with my Vegas. Just to be sure, I switched back to the Theriums, and thought that I had accidentally lowered the volume setting on the AK 380 I was using at the time. Nope! same setting. Switching back to the Horus confirmed my perception of increased volume--not from a boost in the upper mids/lower treble region, (which can be perceived as if the volume was turned up). It just sounded fuller and more complete. This, btw, using adapters to convert 2-pin to mmcx. I also listed to the Leonidas, thinking that maybe it would be close enough to the Horus, sonically, so I could get 2 of them (one 2-pin, one mmcx) for the same cost....... Close, but no cigar.
Horus is spectacular, in every way I could determine, even under show conditions. I have not heard every flagship cable contender, but I have heard lots of gear, and even more live music over the years. Given my job, I get to listen to awesome stuff every day. Horus is the real deal. Sorry for your wallet(s).
That said, all their cables are easily worth their asking prices, and look very professional, and not in the least bit diy-looking.