yeah, upgraded cables will not shine it best if there is a bottle neck. It could be internal wires , it could be solder joints, or plugs.
Speaking of Plugs, they wear down and get weakened over times. Brand name cables responsibilities should be more than just selling cables and profit from it hugely. Especially toward removable gears and devices.
They should all include a services to allow swapping out older plugs and sockets for newer plugs. I would understand that swapping female sockets in devices would be more costly, but swapping plugs should not be expensive. They could even restrict it down to “showing original receipts”, but that is what they should offer.