I was too, Les. That changed as my system evolved. Other than the single ended signal path from my turntable -> phono preamp -> Loki Max, all other connections are balanced XLR. Upgrading those (analog) cables has - each time - delivered a discernable change in my system's overall tonal balance. And because I am painfully aware of the concept of confirmation bias, I have personally swapped the cables blind while an "audiophile" friend listened. He confirmed my choices 9 out of 10 times.
Because of this, I am no longer a cable denier.
Good-quality analog cables are 'tone controls', of a sort.
This still does not explain the difference I heard in the USB cables, though.
I have two D-110 AES cables. Exceptionally well built at a cost effective price point, IMHO.