The conspiracy-minded would say the manufacturer is simply peddling snake-oil and taking advantage of people dumb enough to believe in fairy tales... or something to that effect -- the main point being that they are too smart to be so easily "scammed".
Personally, I’ve heard new cables begin to change for the better over time, then revert to sounding worse before again resuming their earlier "changing-for-the-better" behavior which lasts until they stop changing, altogether. When I reported this to the shop, they said, in essence, "Yes; that’s what happens".
Some here will assert it’s all in my imagination but that won’t change my mind, any more than what I have to say will change their perspective.
No doubt the OP meant well, but personally I think such polarizing topics are a waste of time and energy.
The bottom line: you are the one listening to your system -- do the research but in the end, trust your ears.