cable upgrades , real or rip off

You are right, it has been done to death! And it hasn't really been resolved, probably because most everyone has some interest in the outcome. First and foremost the folks who make their living off PC sales who probably report hearing huge differences, then the folks who have invested large amounts of money in cable already purchased who tell how it made a great difference, but when you ask 10 different folks what the differences are you will get 10 different answers (some of which are nonsensical), the cynics who demand DBT's to prove that differences don't exist, and a few open minded folks who will actually listen before they reach any conclusion.

IMHO there can be small differences depending on actual application and these differences may or may not be differences that make a meaningful difference to you in your system.

I would suggest as was suggested in yesterday's PC thread that you read up on the actual subject (not just seek out opinions) try a few different cords on some of your stuff (audition, don't just buy) and reach your own conclusions.

I think Newbee gives you some really solid advice. Sometimes someones better may not be yours. Cables are so subjective(like most of this stuff) and your miles may vary.
Some equipment responds a little to enhancements and some just doesn't.
I will recant an experiment I tried with 6 friends. I asked them all to come over for a sit down with my system. Then I told them we would change to different cables and everyone would record their feelings on any differences perceived. Well, I acted like I changed cables but in reality, I didn't do anything. Without fail, everyone of the participants reported changes for the better or worse. Not one person said they didn't perceive a change. Not one.
The kicker was these were all experienced audiophiles with nice systems of their own. It convinced me that a lot is "Just in your head." I think if something costs more especially, somehow its got to be better.
I took this experiment a step further by actually changing a set of very good performing cables (IMO) for a set of the cheap cables that come with stuff like Sony. Here again, it varied from better to worse! Go figure.
Give it a try sometime.
I do believe there are differences in cables. However, the differences are not all that great within the respected cable community of solid barands. I feel a lot of the audiophiles use them as tone controls which really skews opinions. Some do sound more musical to me. I guess this story is go with what makes YOU happy. There's no accounting for opinions and tastes.

Some cables do make a real difference, and some are hype. The point is that for you to tell the difference (at a given level of cable quality) your equipment must be at least as good, otherwise you may not hear the improvment and will conclude that the cable is deficient.

Newbee, Bigtee and Nsgarch have given you good advice. IMO, the bottom line with cables is determining at what price point (for you and your system) you are better off spending the money on component or speaker upgrades vs. cables. You may also consider, DIY offers a relatively inexpensive avenue to compare different (but not necessarily better) cables, and also to learn a little about cable construction and the goals of cable design.