DO CABLES REALLY MATTER?

@glupson, absolutely right. Every word.

How do Bose do it? They started here as a mail order business with extravagant sound quality claims and now everyone has heard of them, right up there with JBL. Yet also in the UK hardly anyone has heard of (let alone seen) anything from such respected US audiophile brands such as Klipsch, Magnepan, Thiel, McIntosh etc.

I guess their main opposition will come from stuff like Amazon Echo, Apple Homepod, Google Home, Sonos etc.

The loss of Steve Jobs might also have been a big loss for audio. Apple transformed the audio scene, but if Steve (the audiophile?) was still around, who knows what we might be seeing by now?  

Still, it's great to see some of the current big guns taking an interest. Especially as sound quality is always mentioned in reviews.

WireWorld designer actually understands the physics and electrical properties that separates sonically great cables from the masses of mediocre cables, regardless of their pricing

iTunes Rez is 1/2 CD quality!  In other words, it sucks.  Steve Jobs?  No.  Tidal or Deezer is far better.  Cables do make a difference in a system where you can discern a difference.  Fidelity must be at a certain level to hear changes in Q.  Bottom line is explore and have fun till you hit the sweet spot where all you care about is listening to the music and NOT the gear.

tweak1
WireWorld designer actually understands the physics and electrical properties that separates sonically great cables from the masses of mediocre cables, regardless of their pricing.

Yeah, right.  🙄

Careful Geoff, you may be mistaken for a pseudo-skeptic