The lesson in the story about Monster Cable is that audio cables is 99% Marketing and 1% vigorous protection of trade marks/packaging and other aesthetic features, as well as plenty of specious technical claims.
Sadly there is no actual "technology" in audiophile cables versus regular good quality wires and connectors. However, like consumer products brands in foods, beverages, cleaning and personal care, there is enormous marketing "spin" on the benefits of certain "brand name" products. A classic example is the Ivory Soap "So pure it floats" tag line which confounds an unrelated technical property to authenticity as a superior soap. This is EXACTLY the kind of advertising that audiophile cable manufacturers do - any and all sorts of irrelevant technical claims are used to justify to the customer why said cable is superior and worth $500 more.
Sadly there is no actual "technology" in audiophile cables versus regular good quality wires and connectors. However, like consumer products brands in foods, beverages, cleaning and personal care, there is enormous marketing "spin" on the benefits of certain "brand name" products. A classic example is the Ivory Soap "So pure it floats" tag line which confounds an unrelated technical property to authenticity as a superior soap. This is EXACTLY the kind of advertising that audiophile cable manufacturers do - any and all sorts of irrelevant technical claims are used to justify to the customer why said cable is superior and worth $500 more.